On September 2, 1897, Nikola Tesla applied for a radio patent and officially received a certificate. Ever since this media has slowly entered homes and become an integral part of everyday life. Although it used to be the basic medium and source of information – today, with other electronic media it has reached its peak but struggles to keep its place. Therefore, big money is being invested in making expensive radio stations that will gain listenership and keep up the pace with television and the Internet.
Race With Television And Internet
When television assumed primacy – many predicted an end to radio broadcasting. However, geniuses who could not so easily give up “little talking boxes” have devised a program in which they will interact with the listeners. Well, that was a good shot! Believe it or not, worldwide involvement with listeners is still very popular on various stations.
Also, new shows with Top lists have gained great popularity. They not only attracted the attention of the listeners but also the artists who tried every time to make the best possible song to be found on such music lists. Then comes the internet, which is becoming globally popular especially with younger generations.
The Popularity Of This Media
However, all the factors of the new technological age have brought more benefits and new popularity to this media. In what way? Nowadays, new TVs have an option where you can listen to the radio, the internet gives you the ability to listen to the live streaming of a station you choose, and every newer mobile phone has a radio app installed. So whether we wanted it or not – we are becoming more and more fans of this media.
Radio Station Is An Expensive “Toy”
Okay. Things get pretty complicated here. Radio, as we all know, whether it’s FM or a web station – plays music. However, music is not free (you should know that for a fact). Besides, it has continuous monthly costs that are extremely high. Professional and expensive radio stations are investing a lot of money in studio equipment that must be of the highest quality.
Bearing in mind that this media benefits from marketing – a big investment does not always have to be a guarantee of success. There is certainly the question of whether it is a station that is exclusively commercial or the one that is a part of a large media corporation. Therefore, there is certainly a difference in the “expensiveness” or the size of the investment.
Is Being Most Expensive Always Mean Being The Best?
According to some research, the most expensive and most popular stations are P2, KEXP, Spectrum Radio, BBC Radio 1, and Kiss FM. As you can see from this list – there are those stations that are commercial, and yet, there are those that are part of large media corporations. Whichever of these stations we stand out – we can say that big money is always in-game. However, quality and popularity are not always measured by big investments.
For the listeners – this criteria is not of great importance. Listeners primarily like to hear good music on the radio. That is why stations that do not fall into the category of “most expensive” or largest – are often very popular. Some stations have gained their popularity and a large number of listeners primarily thanks to good music.
As an example of this statement, you can listen to Chillout radio here. Today, listeners are eager for relaxing music and information that does not burden them. Therefore, radios like this one are tailor-made for listeners and not influenced by other factors.
Radio Is A Product Like Any Other
All radios occasionally lose their listeners and get new ones (so-called cross tuners). It happens daily. Someone who listened to radio “A”, switched to station “B” and maybe went to station “C” if he liked the music there, etc. At some point, he will return to station “A”. The fact is – who wins the cross tuners has finished the job. But how do you get them?
Let’s consider a program as a product. The listener must like that product. It has to be a “dangerously good” product in good packaging – that is the music content, and even advertising and imaging. And sometimes, the listener also needs to be reminded of that “product” – that’s why promotions are used. After that, word-of-mouth promotion starts, and then the growth that can be continuous. And it will be – if a station has a serious plan.
Radio Needs To Be Recognizable
This is a serious business everywhere in the world. Marketing and sales are equally important as program activities. So how does one radio station grow? It can’t be overnight. First, the program which is music, content, commercials, etc. – must be very good! It must be recognizable! In every second, both – day and night. And especially if it is a small, new station.
The Program Is Main Quality
Listeners love to hear good music, short news, accurate and reliable information, they like to talk about serious issues, but also about more relaxed topics in entertainment shows.
Presenters and hosts must be true virtuosos behind the microphone. Listeners should not notice in their voice their current mood, problems that are troubling them, illness, sadness, happiness or joy. They must be professionals who enter the studio every day – and everything that bothers them disappears when the red “on the air” light comes on. It is a more difficult job than TV presenters – who have a picture that follows the story and holds the viewers’ attention. It’s also fascinating how the listeners build a relationship with the radio-presenters. Listening to them day by day – people in their imagination create an image of what these radio-persons look like and perceive them as their friends.
In The End
The radio was and remained fast and immediate. It is an easy medium for those who listen and challenging for those who work on it. It provokes the imagination of the listeners, and in its fight with other media – it always finds its mode of survival. So, it didn’t die at all. On the contrary, it is receiving increasing attention because radio is a trusted medium! And it’s always in trend.