World Radio Day 2024: How radio players are tuning with the Gen-Z
On World Radio Day, industry players share with e4m that radio can bring in a surprise element to keep the GenZ hooked
Radio continues to be instrumental in shaping cultural trends and influencing public opinion. This was further testified in the dentsu-e4m digital advertising report that states advertising spends on radio stood at Rs 1814 crore in 2023.
This World Radio Day, the theme is 'Radio: A century informing, entertaining and educating’ and we asked radio players how they choose to remain relevant in an era of the digital age of Gen-Z.
According to Rahul Namjoshi, CEO, MyFM, the surprise element is the uniqueness of radio, which gets the younger generation hooked be it a song or humorous take of the RJ.
BIG FM’s CEO Abe Thomas shares, “While radio excels without the features like play, pause, or rewind, it sustains the unmatched appeal through the thrill of discovery, reintroducing them to the long forgotten. Unlike predictable playlists that recycle the same set of songs on a loop, live programming makes radio special by fostering a sense of immediacy and connection.”
Unlike other forms of media, such as television or the internet, radio does not require visual attention, making it accessible to people in various situations and environments. By offering bite-sized content that can be consumed on the go, radio seamlessly integrates into their fast-paced lifestyles.
Perhaps, if the winds are in favour of radio even today, the biggest competitors for radio are still considered to be podcasts and audiobooks.
Thomas believes amidst the burgeoning competition in the podcast industry, one of the greatest challenges lies in discoverability. Despite the creation of numerous podcasts daily, only a handful manage to gain significant traction. Radio plays a pivotal role in addressing this issue by directing traffic towards curated podcasts. This unique advantage helps to overcome the discoverability hurdle that independent podcasts often face.
“The two are completely different mediums, we don’t see it as a competition. All mediums will coexist in the ecosystem,” said Namjoshi.
To promote the use of radio even further, the government has taken adequate steps to revive radio in India.
The Ministry of Information and Broadcasting revealed in October last year that the Information and Broadcasting sector earned a total revenue of Rs 179 crore by granting licences to 388 radio stations in 2022.
Apurva Chandra, the former Secretary of Ministry of Information and Broadcasting shared with e4m in the past that TRAI has recommended the broadcast of news on radio to enable the dissemination of more important information from the medium. “We are also trying to get FM back on mobile sets so that direct broadcasting can be facilitated. This will increase the penetration of FM,” he said.
Overall, radio continues to be a vital medium with enduring significance, adapting to changing technologies and societal needs while maintaining its unique ability to inform, entertain, and connect people across the globe.
Looking ahead, Thomas said, “The changing demands of the listeners and delivering tailored content ensures that radio remains relevant and engaging, all while keeping them informed and entertained throughout the day.”
