RADIO AND DIGITAL TRENDS

Do you still listen to radio?

When was the last time you listened to radio?

I admit that it must have been a long time since I last listened to the radio. Time, I couldn't remember specifically when. I t must have been years if not of the unintended exposure I would have when I ride a taxi or Grab. Drivers, who for the whole day, battle the agony of long silence driving for distance, found an escape and companion on radio.

I am thankful of those times I got informed of the current events from the news and other informational talk shows playing in the background while we push through the interminable traffic going to work or on my way home. Sometimes, it would give me the mood to talk to the driver of things, usually about the government and all society's problem.

What I love the most of those rides are the times you would hear your favorite songs playing, those I used to sing endlessly and danced to all night long. Good ol' days. Music has enticed me even at early age. I found comfort and refuge from the struggles I had dealing with people. I contented myself most of the time being alone listening to music from my small portable walkman for there was no girls my age in the neighborhood.

Mother bought me the walkman after weeks of saving a peso or two from my 5 peso 'baon'. Those coins inserted immediately in my Johnson's- baby- powder- container- coin bank running past our neighbor's sari-sari store as I went home from school. I used to hang on my neck that tiny silver box after my mother put a string on it. I would every day have it hanging on my neck, the earphones on my ears. At my early age it was such a wonder as to how a little box with two buttons could contain so much for as long as those two triple A batteries last.

That was so long ago. It is now more of things I have grown old. I couldn't even remember where that little silver walkman is now. It must be in my box of childhood memorabilia resting under my bed back home.

Good ol' days.

Now, though I never stopped having fascinations on music, I no longer listen from radio like I used to do. I stream music online using Spotify and Youtube because of its convenience.

Pondering on these thoughts, I couldn't help but asked is radio dead?

Each traditional medium faces its own struggle to digital competition for audience and advertising, not spared from the battle is the radio.

Challenged by the growing online services like Spotify, Pandora, Apple music and Google music, radio has to make a way to survive. Its response has been to launch digital services of its own.

Despite the digital age, radio listening is not decreasing.

Here are the three largest digital trend for radio.

1. Podcasts

It gives a new opportunity for radio to reach its audiences. There is an increase of podcasts listeners by 2018 and it continues to grow. Podcasts can give personalities on air with more freedom to discuss topics that they are passionate about and allow to deliver content to listeners even if they missed the live broadcast, convenience that attract listeners the most. Listeners are most likely at home, in the car, long-distance travel (plane or car), while exercising, and for some at the office. With the rising the trend of podcasting, radio stations can leverage their brands to get their listeners tuning in.

2. Subscription

The cost to get access to 30 million plus songs via subscription like Spotify, Apple and Google becomes more affordable. No ads and interruption will be the compelling reason for listeners to subscribe. Though radio has never been only for music so they must mix the music with content that is relevant and engaging to the audience.

3. Streaming

Use of voice for voice notes and queries increases via Apple’s Siri, Google’s Assistant, or Amazon’s Alexa, same interface is seen to be used for audio. Asking an assistant to play a station for you would be a start, but in time, you would be able to ask to stream a specific genre or news reporting on a particular subject functions you can use in Spotify.

Hands-free element will continue to grow. If radio doesn’t have a stream option and is not looking to optimize the integration of search, they will see themselves losing traditional listeners as they add digital access to their listening habits.

Innovation is the key for radio to cope in the fast developing digital world.

Radio has two choices of fate.

Innovate fast or die slowly, they have to choose.