Sustainability Conversations ... Radio kills the Video Star
Of all media, radio will undergo the most dramatic change in the coming decade, and these changes will radically transform the industry.
What will Radio look like in future? Below are some of the most important trends based in insights by various media forecasters, analysts and media buyers.
1) The collapse of Big Radio.
2) A renaissance of local radio.
3) Radio will go entirely digital.
4) The merging of radio, TV and newsunder single operators.
5) A revolution in radio content.
6) A transformation of the industry.
7) An opportunity for radio to grab a larger share of consumers’ time and attention. The Mobile phone has freed us as media consumers from the couch and the TV set. TV is a couch medium; radio is a moving-about medium. It is a mobile medium. You can be in your car, walking down the street, riding in a train or on a plane, and enjoy radio.
The more mobile our society gets, the greater the opportunity for radio to become the medium of choice. Media people marvel over the strength of outdoor ad spending at a time when other media are suffering. Out of home is benefiting from society’s increasing mobility.
Community Radio in South Africa has evolved into a critically important element of the country's communication environment - as well as for the country's democratic society as a whole.
Originally proposed in the country’s broadcasting law and regulations that were part of the overall transformation into a non-racial, democratic society, community radio stations have become an essential ‘common space’ in the nation’s communication environment. Despite the high visibility and significant infrastructure of television, newspapers and the Internet, surveys continue to show that South Africans pre-eminently receive news and other community information from radio.
Besides the impact of its own broadcasting, community radio has become a vital training ground for the rest of the nation’s broadcasting industry. Numerous broadcasters, production engineers, management staffers and electronic journalists around the country have gotten their start at community stations and then ‘graduated’ on to other stations and networks.
On the iStart2 Show this week we chat to Ed Masache aka Eazy Ed, Station Manager at Radio Today in Johannesburg. Ed shares his story, we talk Community Radio, Sustainability and his vision for the future.
Keitu Gwangwa & Pierre du Toit host the iStart2 Show on Thursdays at
17h30. Radio Today broadcasts on 1485 MW (AM) in greater Johannesburg
and countrywide on #DStv audio channel 869.