Have you ever wondered how radios stayed in business in the media sector when there is television, Internet, and other applications? How did the radio industry transform itself to keep up.
As a person who worked at a college station for three years, I was impressed by the listeners ‘ demand for the content created through radio. Radio is not simply about music; it’s about communicating through your voice and having a one-on-one conversation with each listener.
The radio industry is shifting to online and mobile/tablet applications. The race seems to be between Pandora, Spotify and 8 Tracks. All of these applications have the common aspect where you can create your own playlist or choose a playlist based on your song history. Does this mean people are lazy about their music? Actually not, because listeners always demand new content and it’s easier if an algorithm can figure out what they want to listen.
There are many music applications that are booming, but the FM radios and talk breaks still have the special effect where the connection made between the disk jok and the listener is on a different level. The radio industry is heavily leaning on incorporating technology for their connection (e.g. instead of asking listeners to call in, they ask them to tweet). In the meantime, they utilize the technology to understand their listeners better and provide them original and personalized content that goes beyond what any algorithm can do.
The radio industry won’t die as long as people like to have the special connection with the DJ they like and trust for new content. It’s the small human touch that keeps the industry alive and I think that this touch will keep the business running for a long time.