B11: Radio in the multi-media future The explosion in media choice available to consumers has been well documented. The consensus view is that the greater the number of new competing media channels, the less time is available for existing channels.
In the case of radio, this does not appear to be the case.
For example, according to RAJAR, amongst adults who watch either cable or satellite, the reach of radio and, indeed, of Commercial Radio is actually higher than it is amongst the population as a whole. This finding is consistent across all age-groups. Furthermore, not only is radio’s penetration amongst cable and satellite viewers greater than the norm, but they also listen for longer.
A similar picture exists for Internet users. Research by Continental Research indicates that the time spent with radio amongst net users actually goes up (by 12%, according to the 1999 study).
So why is radio consumption so resilient in the face of increased consumer choice?
Certainly a key reason is the fact that for the most part, radio is an accompaniment for people involved in a primary activity: listening whilst driving, working, doing homework, surfing the internet and the like. In this respect, radio appears uniquely placed to preserve its position within consumers’ media day.
"Radio has a robust architecture which will I think allow the medium to keep its basic shape however seismic the conditions. " Adam Smith, Head of Knowledge Management, Zenith Media
"Radio looks set not only to survive the new media revolution but to benefit from it, in both audience and therefore in revenue terms. Radio has seen and will continue to see increases in listening in Internet homes, because it is on the whole listened to passively" Opinion, Optimedia, December 1999
Which media are under threat, and why |
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Portability |
Demands on attention |
Choices available |
Inter-activity |
Cost |
|
| Radio | HIGH |
LOW |
WIDE |
LOW |
LOW |
| Newspaper | HIGH |
MEDIUM |
WIDE |
LOW |
MEDIUM |
| Magazine | HIGH |
HIGH |
WIDE |
LOW |
HIGH |
| Terrestrial TV | LOW |
MEDIUM |
LIMITED |
LOW |
LOW |
| Cable/satellite TV | LOW |
HIGH |
WIDE |
MEDIUM |
HIGH |
| Video recorder (VCR) | LOW |
HIGH |
WIDE |
HIGH |
HIGH |
| Video on demand (VOD) | LOW |
HIGH |
WIDE |
HIGH |
HIGH |
| Internet / Web | LOW |
HIGH |
WIDE |
HIGH |
HIGH |
| Future Internet/ Web | HIGH? |
VARIABLE? |
WIDE? |
HIGH |
LOW? |
| The basic premise is that the
greater the difference in attributes between a medium and its rivals, the more likely that
medium is to have a loyal audience/user base. Radio on this basis faces its main threat
from print rather than television-based media. In turn, the latter face the threat of the
VCR and VOD. from "A neglected medium? The future role of radio" by Michael Svennevig, University of Leeds |
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"Radio’s strength is its immense flexibility, adaptability and suitability for a modern and active life. It suits people who move around a lot; it suits people who are busy doing other things" Mary Kenny, "Why the good old wireless still has pulling power" Daily Express, 4 May 1998
"We are told that television, in its present form, will disappear as soon as we start dialling whatever we want on the phone. But what about radio? The answer is already on air. Radio’s simplicity and cheapness makes it able to respond to changing audience demands far quicker than its televisual rivals. While television busily pursues the Holy Grail of "interactivity", radio’s been there, seen it and is doing it" Joanna Coles, Media Guardian, ŠThe Guardian, 18 July 1994
Click here for 'radio into the millennium', a series of 5 interviews on the future of radio