By Nicholas Waigwa
Over the past few months, I have been having conversations with friends in the media industry about what the future holds for radio. Interestingly, the conversation has largely been influenced by one question: Is radio becoming obsolete?
Some of my friends have been less optimistic and strongly believe that it is the end of the road for traditional radio. But for me, having been in the industry for over 20 years, I hold a different opinion.
For more than 20 years, I have been right at the intersection of the old radio and the new radio in the digital era. For the last 10 years, my experience has been focused on helping radio stations embrace new technology and find a place in the digital space.
The beauty of all this is that radio is not being replaced, nor is it going anywhere. In fact, the question of whether radio is becoming obsolete is the wrong question.
The better question is: How can this resilient model of communication be strengthened by using technology to sustain it and give it a new lease of life as it continues to evolve?
Here is a reality that I have shared and defended in my conversations with my good friends in the broadcast industry: radio already possesses two of the most valuable assets in media — an established audience base, from the cities to the remotest villages, and original content.
The truth that some are reluctant to accept is that digital technology provides an opportunity to extend both.
The Starting Point: Go Digital
The starting point is accepting the need to go digital. Radio stations are already doing it, but more needs to be done.
A reliable online stream is important. Once a station has stable streaming, its content can move beyond the limitations of its terrestrial coverage and become available through its website, mobile app, and radio discovery platforms and directories.
Custom Mobile App
Allow me to leave the website for now and talk about a custom mobile app.
A custom mobile app is a very good — in fact, a must-have — for a radio station. These days, a mobile application does not have to cost much, and the potential return on investment is attractive.
A custom mobile application gives radio a stronger position and takes the station a step further into the digital space. It gives listeners a direct digital connection to the station wherever they are.
With Apple CarPlay integrated into the app, that listening experience can also extend into the vehicle.
In any case, it helps radio broadcasters own their audience and establish a more direct relationship with listeners in the digital space.
Podcasts
Not so long ago, I visited a radio station in East Africa to pitch a digital strategy to the station manager. It was almost shocking that the person, despite the stature of the office and its influence, did not have an idea about what a podcast was or how it could be of help to the radio station.
Beyond the shock, I saw an opportunity. This is the thing! Especially for those who still don't know how podcasts could be of help to their golden radio stations.
Live radio is inherently transient. A programme may be excellent, but traditionally, its life is tied to the time it is broadcast. Podcasting changes that equation by turning live programming into on-demand content.
Stations can choose a manual workflow — recording, editing, uploading and preparing podcast notes — or increasingly use technology to automate much of the process.
Today, technology is doing much of the heavy lifting, including editing out unnecessary parts and creating show notes. Why not take advantage of this possibility to secure valuable content and keep your audience actively listening to the content you work so hard to produce?
The content has already been created. The presenters have already done the work. The stories have already been told. Why should that content disappear simply because the live broadcast has ended?
Podcasting gives great radio content a second life.
Monetization
Finally, there is monetization. A radio station has gone digital. The stream is stable and available online. It is available through the website, mobile application, and discovery sites or directories. The podcasts are also available, and people are listening.
But are you monetizing that content beyond the traditional advertising space? As the station's digital reach grows, your existing advertising relationships could potentially extend into online streaming and podcasts.
Digital advertising can begin as an additional opportunity and, over time, potentially develop into a meaningful revenue stream capable of supporting digital operations and contributing to the station's overall income.
Online hosting platforms have also developed their own ad inventories, which can become a source of residual income for eligible radio stations.
I have helped and seen radio stations generate good revenue from monetization, and yours can do it too if you get the digital strategy right.
This Is Not About Replacing Radio
By the way, even ADVoice Connect knows very well that this isn't about replacing traditional radio.
The transmitter still matters.
The presenters still matter.
The stories, conversations, music and community still matter.
What changes is how far that content can travel, how long it can live, how many ways audiences can engage with it, and how willing radio managers and others who make decisions are to bite the bullet and allow this medium of communication to remain alive and active in the evolving digital media ecosystem.
Radio has survived because it has always been able to connect with people. Technology does not take that away. If anything, it gives radio more opportunities to connect.
Radio doesn't need to disappear because technology has changed. It needs to evolve with it.
And if we get that right, the future of radio may not be about its survival. It may be about its revival.
Want to go digital? upscale (get a mobile app/ podcast feature for your radio)? Monetize your digital audio content? Reach out via nickwaigwa@gmail.com/nicholas@zenolive.com or WhatsApp: +254720594261 to schedule a virtual call.
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