Radio in the Digital Age

The one medium which has seen a drastic alteration with the changing technology but may be poised to make a strong comeback is radio and audio content.  “The introduction of alternative mobile listening options over the past 15 years has questioned and shifted the meaning of ‘radio’ and ‘radio broadcasting’” (Pluskota, 2015, p. 326).  In the paper titled, The Perfect Technology: Radio and Mobility, Jonathan Pluskota highlights two changes the industry needs to make.  Those changes are, “understand the competition and changing consumer soundscape and break away from the traditional practices and requirements of broadcast radio, perhaps looking for new technologies or approaches that can help the industry redefine itself” (Pluskota, 2015, p. 327).

Radio is potentially an industry that could remain successful and viable into the future if they can change with the times.  As the market of smartphone users continues to rise, the content that can easily travel with people and be consumed in many different ways is audio content.  People can listen to content in their cars, while they are working out, while they are riding their bike, and many other places which would not support the consumption of other media.  Audio provides a unique experience which doesn’t directly compete with video and print in all instances.  Alternative radio and ways of marketing content now become extremely important.  There are listeners, but they might not just tune to the best sounding radio signal to find content.  As the market for radio content continues to be resilient, there is also much more competition from smaller outlets and independent outlets which make reaching listeners a vital part of the process.  All these changes require a shift in mindset from those in the industry and new ways of reaching an audience.  It requires radio professionals to learn new ways of branding and looking at their work.

This BBC Video examines the future of radio:

Pluskota, J. P. (2015, November). The Perfect Technology: Radio and Mobility. Journal Of Radio & Audio Media, 22(2), 325-336. doi:10.1080/19376529.2015.1083378

[Rob Charles]. (2014, February 6). THE FUTURE OF RADIO around the world. [Video File]. https://www.youtube.com/watch?v=bSslyoLasNQ