Radio Has Been Able to Adapt to New Technologies in Order to Remain Relevant

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We live in an era of incredible technological advancement, the likes of which have arguably never been experienced over the course of human history. Smart phones rest in the pockets of much of the population, while tablets, computers, and televisions lie in households across the United States and in many other places across the globe. In an era where so many new and exciting forms of technology are being released at such an astonishing clip, it takes a great amount of intelligence and adaptability for aging industries to stay relevant. While several have been successful, radio provides a nearly impeccable blueprint for how to remain profitable and in this day and age.

Instead of bowing out and allowing new forms of entertainment and news media to overtake it, radio has sought out these new technologies and inserted itself into them in some way, shape, or form. Perhaps the most effective way in which radio has evolved is by accepting online streaming into its ranks. Due to the fact that convenience and ease of access are such major players when it comes to entertainment in the Internet age, it has become clear that allowing program streaming is a necessity for radio if it wants to survive. Increasing the availability of broadcasts and program features allows more publicity and circulation for this industry, which is especially important when reaching younger audiences who did not grow up relying on radio.

Though streaming is undoubtedly important for the advancement of radio in the digital age, there is still something to be said for traditional methods of broadcasting. Car radios are as relevant as ever, with the fact that screen-based media is impractical and unsafe for drivers helping the cause, while local and national sports talk radio remains incredibly popular, and the growth of nationwide organizations encourage the use of actual physical radios.

Radio Has Been At the Forefront of Media Since the Start of 20th Century

On December 24, 1906, the first radio broadcast for entertainment purposes hit the airwaves and the industry has been growing ever since. Now, over one century later, radio is still going strong with news, sports, music, and various other forms of entertainment being broadcast locally, nationally, and in some cases, internationally. Though this form of media was initially written off as a waste of time and a pointless exploit, the supporters of radio persevered, making it one of the most dynamic and relevant industries. However, despite its massive past success, radio is clearly an aging form of media in an era where new types of technology are being released at an astonishing clip. That being said, the question becomes how has radio managed to stay relevant in today's Internet-based society where mobile devices and quick information rule.

Interview with Professor Ira Chinoy of the University of Maryland's Philip Merrill College of Journalism

Question: How has radio managed to stay relevant in an era where so many different types of media technology are available?

Radio Has Adapted to the Online and Mobile Markets By Offering Streaming Services

While it is certainly not the only form of media that has aggressively pursued the app market, radio has been one of the most successful. Whether it be local stations, like WEEI from my home in New England, or a national provider, like NBC Sports Radio, more and more traditional radio outlets are beginning to offer free streaming of their content. While content can be streamed on a personal computer, this is where apps truly come into play. Along with live broadcasts, many mobile apps also offer archives of past shows as well as podcasts so listeners can catch up on content that they may have missed, an especially useful feature for when an individual misses their favorite talk show or cannot remember the name of a song that they really enjoyed.

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Online functionality has truly been the driving force for old and new stations alike, as radio could not feasibly survive in the current tech-savvy state that media is in without this feature. While older stations have adopted streaming, other radio corporations are launching with the idea of exclusively offering online streaming along with additional customization options. A perfect example of this is Pandora, an app and website that allows users to select an artist or song that they enjoy and playing similar tracks. Other streaming services, though they may not technically be considered "radio" in the traditional sense, like Spotify, Apple Music, and Rdio have followed Pandora by offering even more options. In fact, services like these are now seriously contributing to the music industry's annual revenue. It is radio's ability to grow with the demands of its listeners by using different technologies that allows it to remain relevant.
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Radio in the traditional sense, that is a group of stations being broadcast over a given geographically close area, has changed in recent years, providing yet another example of how radio has grown to stay relevant. Due to the fact that radio had become incredibly reliant on online streaming in order to expand over greater areas than was previously possible, it makes perfect sense that a satellite service would blossom. A
perfect example is Sirius XM, which has grown rapidly and now offers over 900 channels to its subscribers and has clawed its way to the top of the industry by holding roughly 29 million subscribers as of 2015's third fiscal quarter. Again, this is an example of how the radio industry has taken new forms of technology and media and spun them to their advantage.

Interview with Professor Ira Chinoy of the University of Maryland's Philip Merrill College of Journalism

Question: Do you believe that radio will continue to be able to resonate with new generations and why do you feel that way?

Radio's Auditory Content Remains Useful, Especially When Visual Content is Unavailable

One of the major advantages that radio possesses when compared to other forms of media is ease of use. Unlike contemporaries such as television, printed text, and online content, it is not necessary for listeners to have a visual when enjoying radio broadcasts, which allows individuals driving to work, employees who spend their days on the road, or anybody in their vehicle or in a place without a screen to receive news, listen to music, and be entertained.

Interview with Professor Ira Chinoy of the University of Maryland's Philip Merrill College of Journalism

Question: How and when do you usually listen to radio broadcasts?

Commuters often do not have the ability to catch up on news through other forms of media like so many others, making audio the only feasible and useful source available to them with the exception of having another individual travelling with them. Despite the fact that handheld devices and visual media dominate the entertainment and reporting landscape in this day and age, there is clearly still a need for exclusively auditory forms of media.

In today's fast-paced, mobile society, constantly staring at a screen for for both entertainment and information is just not feasible for even a somewhat productive citizen.

Interview with Professor Ira Chinoy of the University of Maryland's Philip Merrill College of Journalism

Question: Is radio still a powerful player when it comes to reporting news and why do you feel that way?

Commuting, fatigue, relaxing, and many other everyday activities and actions prevent the general public from locking onto a visual device for the entire day, whether that be because of impracticability, rudeness, or safety. Quite simply, due to the fact that many individuals wish to be entertained or informed even when their sight is compromised, radio is given an additional niche that it can slide right into. Until the day comes when people can enjoy visuals at all times, radio will have a place in the media landscape across the globe.

Talk Radio's Presentation Keeps it Relevant By Differing From Televised Content

In terms of talk radio shows, it is truly the personalities of hosts that shine through and allow these programs to trump even their televised contemporaries. Wherever people are, conversing and arguing about topics that they feel especially passionate about is an incredibly common occurrence, a statement that anybody who has ever felt strongly about any topic can vouch for. Talk radio fills this void when new perspectives are desired, verification of an opinion in sought after, or just when nobody else is around. These shows are carried by the personalities that radio station's bring in to keep audiences tuned in, a task made especially difficult by the fact that there is no visual content to back up their statements and keep viewers, or in this case listeners, intrigued.

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While news, opinion, and especially political talk shows have dug out niches in the radio market that has allowed them to stay incredibly relevant in today's media landscape, perhaps the most popular and consistent programs of this nature are those discussing sports. With many stations at both the local and national level devoted to only broadcasting sports content, with some markets offering more than one like Boston which houses both WEEI and WBZ, it is clear that the public's lust for sports has allowed these broadcasters to remain powerful. Meanwhile, Sirius XM offers a plethora of sports talk channels that are available to anyone who is subscribed to their service, with some belonging to major networks like ESPN and other being named after hosts, like Mad Dog Radio. To be direct, opinions are engaging and sports are coveted by many, so it is no surprise that a combination of the two remains popular with radio acting as the platform.

Radio Continues to Provide Music Which Remains a Luxury That Many People Desire

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While many people love music, many do not have the time or the drive to explore new artists or reach back to old favorites as others do. This is where radio plays a major role in the music industry, for artists are still able to reach people over the airwaves as effectively as they were able to in the past. Admittedly, popular Top 40 stations filter out some truly phenomenal music in favor of bigger names, regardless of talent, but the overarching point is that radio still provides new and classic music to the general public. Music is a commodity that people vastly enjoy, and radio is able to feed that desire.

Radio offers information, entertainment, and availability without the need for a visual component to its listeners, many of whom have remained stoutly loyal even as new forms of technology have risen. The industry has been able to adapt to new technologies successfully, with online streaming, apps, and national broadcasts leading the way in the 21st century. As long as radio finds a way to adapt and stay relevant and needed in the future, there is no reason to believe that this form of media will disappear.

Works Cited

Bunce, Rivak. "Why radio is more relevant today than ever before." The Media Online.

        Last Modified June 21, 2011.

        http://themediaonline.co.za/2011/06/why-radio-is-more-relevant-today-than-ever-
before/

"Radio's Role in Today's Media Landscape." Radio Advertising Bureau. Accessed

        December 5, 2015. http://www.rab.com/whyradio/faq1.cfm.

"Corporate Overview." Sirius XM Radio, inc. Accessed December 5, 2015.

        https://www.siriusxm.com/corporate.

"Pandora: Has the Box Opened on Internet Radio?" Relevance. Last modified April
30, 2013.

http://relevance.com/blog/pandora-has-the-box-opened-on-internet-radio-2/