Radio is a personal medium and, unlike other media, it can accompany you throughout the day. This fact makes radio the ultimate local community and loyal friend. Radio is highly personalised because it requires the listener to fill in the blanks … and they are entirely in charge of what they “see”. It is this personalisation that takes place every day in a radio listener’s life.
The personalities provide the link to the community and a “local flavour”. In the past people would meet in the town square or chat over the garden fence. Local radio’s human give-and-take environment, keeps that feeling alive. Social networking is not a new tool to radio it has been its strength from the beginning.
Radio remains relevant in today’s world of time-starved consumers. It provides programming content meeting the entertainment needs of people according to their demography, geography, ethnography, etc.
Radio is everywhere, reaching consumers on-air, online and on-demand – whether they are at home, at work or in their car. It allows consumers to multi-task and listen while they work or play – essential in today’s world. It is a reach medium, delivering messages 24/7 to consumers personally, one-on-one, in an attentive environment.
It provides information as it reaches consumers closest to their time of purchase, as they drive to or from work, or even during a lunch break. When used synergistically with other media, it increases brand awareness, brand recall, and an advertiser’s ROI. In numerous studies, it has also proven to increase visits to websites and the likelihood of stimulating a purchase.
Radio’s fundamental strength continues to be the power of words and sound. With its human voice to persuade, it is a powerful branding medium. Advertisers use presenter endorsements to build trust and drive business with presenters often imparting personal experiences with the brand, on-air mentions and authentic chatter within their shows.
Unlike other media, the radio experience remains intact platform to platform – whether it is delivered on a desktop, in a car, MP3 player or cell phone. These platforms allow radio to maintain its local presence while also delivering to a national audience. New technologies are increasing and enhancing listeners radio experience through text messaging, mobile applications, time shifted listening via podcasts, word of mouth forums and other opportunities.
A revolution in the way that radio views itself, is bringing all technology and platforms together to deliver true interactivity to the masses, one person at a time. Within this world of new technology and media fragmentation, radio continues to be the first source for audio entertainment and for new music discovery (this is the reason why Apple decided to put an FM receiver in their fifth generation of iPod).
Radio offers REACH, RELEVANCE, ACCESSIBILITY, FREQUENCY, ENGAGEMENT, TRUST, AGILITY and with it, the opportunity to shift from interruption to engagement. Above and beyond this it has the ability to get advertisers close to the action, embedded into the conversation in a way other media just cannot match.
Article taken from:
http://themediaonline.co.za/2011/06/why-radio-is-more-relevant-today-than-ever-before/
RADIO ADVERTISING BUREAU
Radio remains relevant in today’s world of time-starved consumers. It provides programming content
meeting the entertainment needs of people according to their demography, geography, ethnography, etc. via nearly 11,000 on-air stations, 7,000 streaming stations and more than 1,800 digital stations.
Radio is ubiquitous, reaching consumers on-air, online, on-site and on-demand – whether they are at
home, at work or in their car. It is a passive medium allowing consumers to multi-task and listen while they work or play – essential in today’s world. It is a reach medium, delivering messages 24/7 to consumers personally, one-on-one, in an attentive environment. It provides information as it reaches consumers closest to their time of purchase, as they drive to or from work, or even during a lunch break. When used synergistically with other media, it increases brand awareness, brand recall, and an advertiser’s ROI. In various studies, it has also proven to increase website visitation and purchase likelihood.
Radio’s core strength continues to be the power of words and sound. With its human voice to convince it can be used as a branding medium. Advertisers continue to use DJ endorsements to build trust and drive business with DJs often providing personal experiences with the brand, on-air mentions and authentic chatter within their shows.
Radio is resilient. Its accessibility continues to expand. Various distribution platforms such as streaming, HD-Radio, MP3 also keep Radio relevant. Unlike other media, the audio experience remains intact platform to platform – whether it is delivered on a desktop, in a car, MP3 player or cell phone. The platforms allow Radio to maintain its local presence while also delivering to a national audience. Today’s new technologies can increase and enhance consumers' Radio experience thru text messaging, mobile applications, time shifted listening via podcasts, etc., and now also provide a visual experience not previously available. The future of Radio is bringing all technology and platforms together to deliver true interactivity to the masses, one person at a time. Innovations in interactivity such as BuyFromFM (available only on Zune), listener influenced programming, instantaneous ownership of audio content such as music, advertising messaging, news programming, etc..
Within this world of new technology and media fragmentation, Radio continues to be the #1 source for
new music discovery and choice for audio entertainment. Radio listening is also what Americans prefer to do second most during their leisure time.
Supporting Radio’s important role in today’s media environment and proving its Reach, Relevance and Receptivity,Apple most recently announced the addition of an FM receiver in the fifth generation of the iPod nano. In response to this announcement, Emmis Communications CEO Jeff Smulyan stated, "Apple clearly recognizes that Radio is the number one source for new music acquisition and has made it simpler and easier for today's listeners to access the audio entertainment they value so highly. The ability to bring a live listening experience together with digitally stored music will have a dramatic impact on listener involvement.” Jeff Haley, CEO of the Radio Advertising Bureau, added, "The idea that an 85-year-old medium has the chance to remain relevant and capture new distribution in an environment when those things are hard to come by is very exciting.
Taken from:
What is the relevance of radio in todays world?
1. It is the medium that promotes thought- whereas television just provides food for the eyes, radio demands more concentration from the brain and ears- and we can do other things whilst listening to the radio.
2. It provides latest updates on almost all fields other than just providing entertainment
3. these days radio includes all kinds of forecasts including all advertisements, weather forecast, traffic jam, offers, music, serials, edutainment, and what not.. only thing we dont do is "see the radio"
4. If you don't want a TV or computer,it is the best friend you can have...I'm speaking from a personal point of view that you can tune into channels that are informative and educational in a sense that not forced down your throat esp. the Public Broadcast Stations that have no ads or agendas..Remember that Jackson Keillor (?) program they made into a movie..."Home Prairie Companion"..or stations that read books to the blind over the air etc etc ..no shock jocks or Top 40 stuff..but real radio..it is still a valid art form,I believe anyway..it might be old-fashioned..only needs a couple of batteries.
5. Radio word takes us to the thing listening radio but if we expand our horizons these are the packets of data which are transfered or transmitted from servers to the hosts, for e.g : radio FM radio popularity has increased so much in todays world, inform of GPRS, EDGE, UMTS, etc these technologiees are the part of radio services.
6. as peanut is like kaju to a poor man ,radio is like a tv to a poor man who can not afford such a big amount. and he is happy with it .Also we must not forget that when tv was not their we had the only entertainment other than cinema which was radio and we should never forget our past.
Teens turn to radio for the latest News
Radio has overtaken social networks as UK teens’ preferred news source, and continues to beat newspapers and TV in a recent survey.
The poll, carried out by the youth writing community Movellas.com, asked UK teenagers how they ‘read all about it’.
When asked to express their opinion on ‘the best ways to keep up with the news’, 61% of teenagers polled said radio was their preferred choice, closely followed by 58% who selected television news. Unsurprising for a digital generation, social networks Twitter and Facebook followed at 56% and 52% respectively, with printed newspapers and free daily newspapers languishing at 26% and 22%.
When asked ‘how do you judge what news is important?’ less than half (40%) were influenced by a news story being on the front page of a newspaper, with 57% stating they were more influenced by whether friends started talking about it or if a story went viral on social networks (54%). And when it came to the value of journalism, 57% valued getting their news ‘straight away off Twitter’ above reading a journalist’s evaluation of the news (43%), with 35% also believing that direct and ‘straight from the horse’s mouth’ news was more trustworthy.
And when it comes to the best way to become a journalist, teens were split 48% to 52% in favour of starting their own blog and doing it for themselves as opposed to following the traditional work experience route at a newspaper or magazine.
Commenting on the results of the poll, Movellas.com founder, Per Larsen, said: “What this survey shows is that newspapers don’t reflect the way young people engage with the news. For them it’s about immediacy, the ability to share and ‘link’ and the opportunity to actively comment on the news. Newspapers and magazines simply don’t give young people that freedom or opportunity – and as a result their days are numbered.
“It’s also about relevance, and I suspect that the success of radio news is down to the skill of stations in catering for their target demographic, and by combining music, entertainment news and relevant current affairs, broadcast formats like BBC Radio One’s ‘Newsbeat’ make listening to the news an attractive prospect for young people.”
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