How radio has adapted to survive the digital era
The radio has had to deal with the emergence of myriad competing technologies over the years.
In the past couple of decades, the sheer scope of technologies that have entered the popular domain to offer services such as music streaming is staggering. Yet radio remains one of the most popular reach platforms in the world.
While competing against huge brands like Spotify and Pandora cannot be easy, radio has adapted to meet consumer demand and retains a top spot in the hearts of most media consumers. Almost everyone, from children and students to commuters, homemakers and
seniors listen to the radio on occasion, despite having hundreds of similar options to choose from.
It is not known exactly who invented the first radio or exactly when they did, as many competing wireless inventions appeared at around the same time. However, what we do know is that it has been around since the end of the 19th century.
Initially used primarily for communication in the shipping industry and later by the military, by the 1920s civilians were beginning to purchase radios for personal use.
As radios began to appear in households, radio stations emerged to entertain those people. The British Broadcasting Company launched in 1922 and has been creating radio programmes ever since.
There are many reasons why radio remains one of the best-loved media. In an age of paid streaming sites, the radio is free to listen to, as it is funded either by advertising, or in the case of the BBC by the licence payer, and provides entertainment 24 hours a day, seven days a week.
Radio has adapted not only to the digital age by becoming available across multiple platforms and devices. It has also altered formats and responded to consumer demand for more than just music to listen to. Many people listen to the radio as much for the games, quizzes and chat as they do for the music.
Online gaming, in particular, has grown immensely in the United Kingdom so there is no wonder radio stations are also incorporating games and quizzes on their channels. Popular radio games can attract thousands of listeners and hundreds of people calling in to play, tapping into the zeitgeist in recognition of people’s natural love of gaming.
Nowadays, many people enjoy playing games in the hope to gain a reward at the end of the game. This is why the online gambling world has seen an increase in new players who are eager to gain a reward, just like those entering competitions on the radio. Many casino games are now also created so that players do not even need to use their own money to enter or play. For example, slot sites offer a variety of bonuses and promotions so players are able to play freespin no deposit slot games with the potential to earn a reward without using their own money, this is similar to some radio trivia quizzes and competitions.
Heart is well known for hosting multiple quizzes and other games on the radio offering the chance to win prizes that can range from the season’s latest must-have toy to £10,000. BBC Radio 1 hosted Innuendo Bingo that challenges celebrities not to laugh at a series of innuendos while holding a mouthful of water.
Many radio stations now include games and competitions to get listeners interacting more.
People tune into the radio to hear people chatting as well as to listen to music. Featuring interviews with celebrities or local heroes or simply having an engaging team talking to each other as the show broadcasts draws in more listeners. Desert Island Discs, in which celebrities select their top tracks they could not live without, is one of the longest running radio shows and remains the second most popular in terms of listening figures. Radio soap opera The Archers, which has been running since 1051 and is currently the world’s longest running daily serial, is still in tenth position for most popular radio show in the world.
Radio stations today have managed to blend the old with the new to create material that appeals to a wide and diverse audience. People can find all manner of entertainment on the radio and, with numerous channels to choose from even on the most old-fashioned set, there is almost always something playing that will appeal.
By going digital, radio stations have ensured that they are keeping up with the technology. One of the most popular places to listen to the radio is still the car, and most cars are still fitted with a radio as standard. Today’s listeners can also choose to tune in through a wireless at home, through their smartphones, through their televisions or through their desktop or laptop computers.
For advertisers, radio is one of the few remaining mediums that allows them to reach a wide audience, and to target that audience at a time when they are most likely to be in a position to make a purchase. Radio listening figures are at their highest during typical working hours during the week. However, at the weekends, people are most likely to listen around midday – often because the radio is keeping them company as they head out shopping.
As radio evolves constantly to meet popular demand, while also knowing when it is onto a good thing and keeping old stalwarts in place, it seems unlikely that it will go out of fashion any time soon. Listening to the radio does not eat time in the same way as watching the television, meaning people can take it anywhere with them and never miss any of the experience. It is an undemanding medium that allows listeners to jump in and out as they choose, which listening figures prove is an attractive prospect for all demographics.