Anyone thinking that radio will die soon needs to wake up from his sleep to this interesting reality about radio. There is no disputing it – radio is here for generations to come. It does not matter what threats it faces.
By Alfred Ajayi
There is no doubt, radio has survived so many “generational threats” to its existence. This indisputably is a story of resilience that is worth sharing. Radio started gaining popularity in the 1920s but by the mid-1920s, families were gathering around big wooden radios for news, music, drama, and sports. It was such an interesting era for the radio.
However, television came much later with experimental TVs introduced in the 1930s. Nevertheless, it wasn’t until after World War II (late 1940s and 1950s) that TV became affordable and widespread in homes. Many early TV pioneers like broadcasters and show creators were once on radio before moving into television.
When TV exploded in the 50s, people thought radio would die mainly because TV offered visuals alongside sound, and advertisers quickly shifted a lot of money there. Alas, radio adapted with greater focus on music, talk shows, and quick news updates, – things TV couldn’t deliver as casually.
Having overcome the threat posed by the television, cassette tapes and portable music between 1970s-80s posed the next threat to radio. The rise of cassettes and later, the Walkman empowered people to control what they listened to. This means they no longer had any need to wait for their favorite songs on the radio. This threat didn’t last for long. Radio survived it after it got more personal and DJs became local celebrities, and stations tailored content to specific audiences.
With the introduction of high-quality sound from CDs and killer home entertainment systems in the 1990s, another prediction emerged about the extinction of radio. Surprisingly, radio did not fade. Instead, it leaned into live experiences: call-in shows, real-time news, contests and many other things which could not be replicated with a CD.
Perhaps one of the biggest threats to radio was the emergence of the internet in the late 1990s-2000s. It was initially a brutal blow to the radio with music streaming, online news, podcasts etc. However, radio fought back by also going online through the creation of web streams, apps, and later podcast versions of popular shows.
Since the 2010s and now, smartphones and streaming services through platforms like Spotify, Apple Music, and podcasts give listener endless, on-demand choices. But radio has maintained a stronghold by emphasizing local news, traffic updates, community feel, live conversations, and increasingly, by blending with podcasting. Through these, radio was able to regain whatever it lost initially to these competing technologies.
Also, since 2020s, AI and Hyper-personalization have become the emerging threats. It is undeniable that AI can create personalized music playlists, auto-generate news feeds, and even host shows. However, radio stations are fast adapting. Many of them are using AI themselves to enhance programming while others are doubling down on what AI can’t easily replicate – real human connection, sense of humour, unpredictability, and community trust.
It is gratifying to see that despite generational threats of extinction, radio has on each occasion reinvented itself. This is a proof that apart from content, people equally cherish companionship, relevance, and real-time engagement which only the radio offers.
Secret of survival
Radio would have found difficult if not impossible to adapt to changing times and emerging threats but for certain features that support its eternal existence.
Accessibility: One of such features is accessibility. Radio is cheap to buy and listening is usually free. You don’t need a subscription or expensive equipment. No skills are needed to access signals, just dial and listen.
Mobility: Radio can be accessed on the go in the car, on mobile phones, and other portable devices. Its signal travels through cities, villages, deserts, mountains, even remote islands.
Local Relevance: Radio delivers community-based content in local languages and dialects. It connects directly to the everyday lives of people in a specific place including their culture, language, problems, and celebrations. This is why every host community of any radio station becomes popular because some of its events and activities are broadcast free of charge or with a little charge as the station’s corporate social responsibility, (CSR).
Low data/power consumption: Radio works in areas with poor internet and limited electricity, unlike streaming platforms. Listener does not need electricity or data subscription to access radio. This makes it an ideal medium of information dissemination especially to rural or underserved areas.
Emergency Communication: It remains vital for real-time updates during crises or disasters. But for radio, communication during disasters like flooding, earthquakes, storms would have been totally impossible when mobile networks, TV signals and even internet connectivity are disrupted. Radio waves, especially AM and FM, are more resilient and can travel long distances even with minimal infrastructure. In disastrous moments, trusted voices on radio can calm fears, guide people safely, and correct dangerous rumors.
After the 2004 Indian Ocean tsunami, many countries improved radio-based early warning systems to alert coastal communities quickly. Also, during Hurricane Katrina in the U.S. and flooding in parts of Africa, local radios gave updates on evacuation routes, shelter locations, and rescue efforts. Same during the COVID-19 Pandemic, community radio stations around the world educated people about safety measures, symptoms, and vaccination campaigns – especially in rural areas without good internet. In war and conflict zones, radio helps displaced populations find humanitarian aid and stay informed about safe zones.
Companionship: Radio offers a sense of personal connection, especially through live shows and call-ins. This is why some regular callers have become personal friends to radio presenters.
Trusted Voice: Many people still trust radio journalists and presenters as credible sources of news. This is more so with the locals in remote rural localities. To them, radio presenters are little gods. This keeps their interest in radio and they won’t stop cherishing the medium.
Adaptability: Radio is always changing and adjusting to meet the needs of new times, new technology, and new audiences instead of dying out. Many radio stations now stream online and offer podcasts, blending traditional and modern platforms. While early radio was mostly about drama shows, classical music, and serious news, it has adapted to changing times and demands by adding pop music, sports talk, comedy shows, phone-in programs, and even reality-style storytelling. Indeed, radio doesn’t stay stuck in the past. It rather evolves with the world while keeping its human voice alive.
Anyone thinking that radio will die soon needs to wake up from his sleep to this interesting reality about radio. There is no disputing it – radio is here for generations to come. It does not matter what threats it faces.
Alfred Ajayi is a Solution Journalism advocate, wrote in from Anambra, Nigeria
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