While 13 February marks World Radio Day celebrated globally, some of the media veterans believe the medium has found a way to survive within the changing competitive media fraternity.
World Radio Day is celebrated following the establishment of the United Nation’s own station in 1946 to raise public awareness of the importance of radio and to encourage decision makers to use the medium to provide access to information and to improve cooperation and communication among broadcasters.
The programs manager at You FM, Tumelo Diaho-Monaheng, said radio as an industry is far from dead although many have predicted that it is dying a slow death.
“Even when TV came along people were saying the radio would die. When the internet came, social media and podcasts, and so on. But I think radio has managed to survive throughout all these phases.
“And it has found a way to exist within digital technology. There are many smart ways of making sure that radio still exists alongside all the new media.
“So when people want to advertise to get maximum reach, salespeople sell them a media mix that includes radio and other multi platform channels. So I think there still exists a place for radio, but it has found a way to coexist with new media,” Diaho-Monaheng said while acknowledging that radio is no longer about the voice, but rather about the personality and what ‘you can offer’.
“In terms of your whole personnel. Are you a storyteller, who finds ways and means of attracting your audiences? So important for young talent now, they need to find new ways of coming out with a personality.
“Also importantly what we see is that we need people that are well-read. I think audiences are so exposed to many channels and are much more informed. So if you have to be on the radio, you need to be super informed so that you add value to what the listener already knows,” he said.
Over the years traditional media has had to compete with newer technology-driven platforms such as podcasts in an era where some of the youth reject old ways, which may include radio.
But listeners have expressed different views about the medium known as the theatre of the mind.
Tisetso Manoko is among those who still prefers radio as his primary informant.
“As a person who grew up listening to the radio as a primary source of information, I believe even in the fourth industrial revolution radio is still very much relevant. It is still my primary source of information because at least with the radio one can listen while on the go. You get the news immediately. Listening to radio explores my mind and I believe it will remain relevant for the years to come.
“Social media has really invaded the media space, it gives information immediately but also an element of accuracy and if one can really be sure there is any truth to the information shared on social media,” Manoko said.
Oneile Mantsi said radio is the only main source of information to keep people in rural areas updated with current news.
“Since childhood, I have always known radio as a medium used to send important information. Most people don’t have TVs or social media accounts. So radio is reliable in that sense, especially in rural villages. It is the only medium that people can rely on to receive information,” said Mantsi.
According to Tumelo Pitso radio is one of the trusted mediums one could rely on to give up to date current and credible news.
“I don’t like social media as it’s deceiving. It has a lot of critics that can confuse and discourage you to rely on it. So I can rely on my radio to get balanced news and information about what is happening globally,” Pitso said.
However, Lerato Mothupi described radio as boring and believes it’s for older people.
“I don’t listen to the radio because I get bored easily. I get bored listening to someone talking, I prefer reading on social media. I also feel that I would be ashamed for my peers to find me listening to the radio. I believe it’s for old people,” said Mothupi.
This year’s Radio Day is celebrated under the theme Radio and Peace as the United Nations believes the medium remains crucial in making a more peaceful place.