Radio Still Relevant

The impact of Radio in India is monumental. The country as a whole was fundamentally reshaped as a result. Over time, there has been a shift in the dynamic of how people consume entertainment. Television, printed media, mobile music apps, and Radio are just a few of the media that have evolved alongside the progression of time. For example, it was predicted that Radio would cease to exist soon after the turn of the century, giving way to the dominance of television in people’s homes. At first, Radio’s popularity dropped for a short time. However, in the decades that followed, Radio made a strong comeback by adapting its programming to the tastes of a new generation of listeners. As the number of listeners grows, competitors in many fields are moving up the success ladder by offering valuable and different services from their rivals. 

Expansion of Private FM Stations 

Private radio stations first appeared after the reform of 1991, mostly in major cities. As of December 2018, there are more than 369 private Radio stations nationwide. However, commercial Radio turned into a lucrative market after the second stage of development, which included new auctions and altered license prices, and overseas competitors entered the fray. The administration has made significant attempts to have a presence in even the most remote towns and villages after realising the reach and usefulness of this medium. The frequencies now reach out to people in the country’s most remote areas, where other forms of connectivity and communication may still be non-existent.

RJs – The new celebrities

When we think of Radio, the first thing that comes to mind is tuning into a frequency and hearing a voice that enchants you through the show and the music. This is what we picture when we hear the word “radio.” While this remains true even in the present day, the connection that listeners have with the RJs has developed over the years because they are increasingly interested in getting to know them personally. Today, Radio is listening to your favourite RJ, with whom you can easily connect on Facebook live, meet them as contest winners, and interact with them during on-ground activities. You may also meet them as a contest winner. Because of their increased popularity, radio jockeys (RJs) are now frequently asked to appear on various types of reality television shows. The connection between a radio host and his listeners is of such a nature that listeners adore them even when they are broadcasting on other mediums. RJs have celebrity status and are recognised wherever they go, which contributes to the popularity of Radio and further strengthens its appeal.

Shows across different genres finding their way on Radio

To sustain its listenership at a time when Radio is closely compared to television as a favoured medium for infotainment, radio show formats have experienced a dramatic alteration. Rather than focusing primarily on comedy and romance, the networks are now running a variety of programming that appeals to various audiences and caters to niche needs. Sports, popular culture, trivia, the mechanics of generating music, and other intriguing show formats have created a whole new universe of thought-provoking entertainment that can be enjoyed while travelling. This has also enabled it to effectively reach more than one group of people with a single brand. 

The innovations pandemic brought to the industry?

Despite obstacles, some opportunities can be taken advantage of by using locally sourced goods and services. The options made possible by developing digital connectivity have significantly boosted consumer and content provider involvement. More innovation in content formats and economic strategies is expected as we advance. Radio has long been recognized for bringing together communities in trying circumstances. Additionally, radio stations have successfully innovated through collaborations with music streaming applications to get the best of Radio to the digital landscape for a broader range of people as the world continues to advance with enormous advances in the digital arena. Radio has also become more futuristic thanks to its many partnerships with the digital world and active ties to virtual audio platforms. This makes it ready for technological changes in the next few years and the next several decades. 

Radio-jockeying – From a part-time job to a career

When privately owned FM stations first appeared, radio jockeying was a part-time occupation. People questioned the RJs’ means of subsistence, thinking they weren’t making much money and should seek another profession to secure their financial future. The recognition of being an RJ then gradually began to emerge. Like celebrities, they have followers, are taken seriously, and have an impact. Everyone was made aware of how much effort goes into being an RJ due to this. Radio jockeying is currently recognised as a viable career choice because of its fame, the obligation of being the empowering voice behind a brand, and the technical skills and expertise needed to succeed. For those who are eager to become RJs, RJs have also taken on the role of career counselors. They get advice from the RJs with more experience, who also show them how hard it is to get famous. 

Radio expanding in the digital arena

To reach its broader target audience, Radio has increased its presence in this area with the arrival of the digital era. As a result, radio shows and RJs have become much more accessible to the digitally savvy population. And as a result of RJs’ acting in contextual videos, bringing contests to social media, connecting with listeners through Live digital broadcasting for live polling on contentious issues, posting real-time local updates, and much more.

The trend of Radio itself moulded the radio industry as it is today. It has developed into a powerful medium that reaches millions of people with a sense of purpose.

Follow Naveeta Shokeen

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