[icernet] It's necessary to map commercial radio's future

[Arul Selvan]

  Numerous claims have been made over the last two decades or so that
radios golden age is past, that radio is now dead. This, of course, as
we all know, isnt true. Radios popularity is on the upswing and the
role that it is about to play in the lives of people is about to gain
considerable importance.

But radio has turned out to be a fairly tough and supple medium,
surviving violent changes in the media landscape. It will get stronger
in the digital age, thanks to the fact that newer technology enhances
the packaging and transmission of radio, thereby increasing its appeal.

There needs to be more reliable audience research. A dependable study
with high standards can boost the credibility of the medium
several-fold. Maybe the answer lies in single research methods, with a
buy in from an association of radio operators as well as the advertising
industry. Studies that are done by stations to gain a better
understating of their own audiences and content can hardly be applied to
a larger universe from the advertisers point of view.

But, amongst the more immediate tasks for private radio is to increase
audiences. Although radio listenership is high, it must reach critical
mass in the minds of the advertising industry as well. Somewhere, there
is a magic mix that does both  serve the largest interests of the
public as well as makes an impact for the advertiser.

Source:
http://www.business-standard.com/iceworld/icew222.htm