Being South Africa’s radio advertising authority comes with a great deal of responsibility. One of the ways we do this is by making it our business to fight radio’s cause and prove once and for all that the medium does work and, more importantly, can weather any storm to deliver a solid return on investment.
True to this purpose, we explore how new digital technology is influencing the way we consume radio. Is it a threat to the future of radio listenership? We beg to differ.
According to research done recently by the Bureau of Market Research (BMR) at Unisa, young people’s purchasing decisions are still more influenced by traditional media such as radio, despite the rapid rise of new media applications such as the internet; and cell phones. This study suggests that the consumption of traditional media such as print and broadcast media is not under threat but rather complemented by the new media. (source: www.mediaupdate.co.za)
A prime example of this is Apple’s unveiling of the new iPod Nano with built-in FM radio. Billed as radio’s second coming, this nifty gadget not only allows one to pause, fast-forward and rewind live radio, it demonstrates broadcast radio still holds a place in the modern media lifestyle, and like Apple puts it; ‘will make listening to the radio nothing like listening to the radio’.
We can’t run away from the fact that we‘re living in the digital age. Apple has certainly ticked all the boxes with this innovative feature. This is a very welcome development and is a testament to radio’s integral place in media consumption for all age groups.
One thing that does remain clear is that radio is quite capable of converging with new media. It remains the only true personal medium where relationships are at the heart of everything it does.
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