The future of radio – the worst thing
Posted on Tuesday, July 28th, 2009 at 3:00 pm. #
Yesterday, I published the first question in a questionnaire I took part in recently, and my answer. Today, it’s time for the negative side.
What is the worst thing that could happen to radio over the next two years? Why?
The worst thing to happen in radio over the next two years is that the radio business doesn’t make its content relevant to younger people.
We’ve a growing problem – not huge, but growing – with young people spending less time with the radio.
If we think of radio as a speaker in a box, we can’t take this medium much further; and we can’t protect it from other media. But if we think of radio as great, audio-focused entertainment and information we’re on the right lines. We have to use functionality from devices that radio is now in: mobile phones, PCs, photo frames, TVs… on a smart new mobile phone, if radio is just a grey screen saying 93.8 on it, we’ve failed an audience who expect their audio to come with lush visual content and interactivity.
(Do you agree? Or do you think that the ‘Heartification’ of radio, to appeal to an older age-group, is part of the problem? Please do give your thoughts in the comments.)