Social media have virtually gone viral. Every event that carries a message is reflected on the social media networks, providing immediacy in engaging huge crowds of networked participants. The social media networks have become a highly efficient platform for conveying content, something that was totally in the domain of the broadcasters for almost a century. Social media present the new revolution in communications, changing the way people talk to each other and changing the media landscape.
The radio industry has to recognise that more and more information is now available for in their daily lives. Use of multiple devices and even screens on radios provides easy access to lifestyle information that makes people’s life richer. The Internet and mobile based social networks enable people to share experiences and information as well as give them access.
Young people need the opportunity to tell their own stories and to learn from the stories of others. They have a lot to think about and to speak about. Radio professionals fear that the young are moving away from traditional radio to new media. It is important for “old” radio and “new” radio to be on popular platforms and devices.
The issue is not whether radio broadcasters should stay away from the media revolution, the crucial issue is how best to make the use of this tremendous opportunity to reach our audiences. And what are the potential challenges and opportunities of radio programming for the social networks and how to integrate it with other media on these platforms?
To move into the new era, broadcasters have to use websites and Internet delivery to complement mainstay services. One of the effective methods is to offer web services with interactivity provided through social networking platforms. Connected-radio represents the success in harmonization of radio broadcasting and Internet, providing information that enriches sports and other content. Radio broadcasters have to learn to make effective use of the new opportunities that are now available through media while creating better content for the “old” radio.
Is radio for a great future - with an unbroken vitality and passion in the digital age? It is unrivalled in its ability to offer people context and reliability in a world full of overflowing information. Radio has adaptability and capability to spread itself in new ways and on new platforms. Radio itself is going through a watershed change, with digital radio providing many possibilities for new content applications, data based services, graphics and still pictures. Content is still the key driver for the success of radio.