When MTV aired the first ever music video
‘Video Killed the Radio Star’ by The Buggles in 1981, the superhit song had hinted strongly about the inevitable downfall of Radio after the advent of Television. But now, more than 40 years later , in spite of the rapid Digital media expansion after the covid pandemic Radio/Audio as a medium is not just surviving but thriving . In fact , the century old audio medium which has reinvented itself time and again played a credible , crucial role during the pandemic winning hearts of the common man across the globe
Internationally, Radio’s share of the ad pie is as good as that of the Print and Outdoor mediums . Private FM radio players in India have sharpened their expertise on the BTL , Social media and Podcast front in the last few years which in turn helps them offer more complete solutions to advertisers . Traditional broadcast radio has complemented the growth of other emerging audio options like Podcasts , Smart Speakers , Audio Books & series , Digital & Hybrid Radio , etc creating a virtual audio revolution around the world . Many popular RJ’s (Radio Jockeys) who were local celebrities in their own right have also become influencers on social/digital media . For eg , Red FM network’s FB pages in key languages are figuring amongst the Top 10 popular radio FB pages globally
Recent recommendations by TRAI to the Govt of India such as allowing independent news bulletins on private FM channels , mandatory enabling of FM radio receivers in mobile handsets , etc if implemented could have far reaching and highly positive implications for the FM radio industry . FM radio medium which has made a roaring comeback after the pandemic setbacks particularly in the mini-metros , Tier II & III cities will be able to increase substantially both its reach and impact. Irrespective of whether they are listeners or advertisers , people in India at large would benefit a lot out of this .
In USA, measured by Nielsen Radio listening and reach was consistently above 90% in the !8 years + population. In a vast country and an emerging economic powerhouse like India , the potential of the medium has not been tapped fully yet . Local and hyper local media options are most essential in furthering town/city level growth and developing regional businesses . After all ,this is a country where its PM has proved this point by making exclusive use of the. enormous power and reach of Radio as a medium to share his thoughts with his countrymen so effectively thro his monthly program ‘Mann Ki Baat’
In a highly evolved radio market like USA, measured during Covid times , Radio listening and reach was consistently above 90% in the !8 years + population.
Imagine the potential for growth in a country like India which is yet to explore this amazing medium fully. Radio medium with its uniqueness in terms of Portability , Free-to-air access, High Interactivity (not for nothing it is called the oldest social media), Adaptability , Less electricity and nil internet consumption or literacy requirement , Availability thro the all-powerful mobile phone , etc is there to stay and grow in India and Internationally ..
MORE RESILIENT THAN EVER BEFORE !