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What If Radio Came After The Internet?

Posted by radio On March - 18 - 2012

By: Nathi Khumalo

 

Do you still remember how life was before the internet was born? If you can, then imagine how life would have been if there was no radio but internet.  These days you can listen to radio via the internet regardless of the geographical location or footprint of that particular station. That is the internet fitting in or taking radio consumption to a different level, even though DStv already has an audio bouquet that has a whole list of radio stations you can listen to through pay-tv. However television is a visual device, people expect to see pictures and movement not just listening to a voice or music.

Radio a cheaper medium

The obvious advantage that radio would have had was that it is free; you pay nothing for listening to radio in your home, cell phone or car. The only cost is for buying a device that is used to consume the medium and that’s it. If internet came first we would be getting our news from TV and online news networks only, that would mean poorer communities would still be starved of information because of broadband affordability. So an opportunity for radio to brand itself as a cheap but effective would arise, advertisers would start considering moving some of their spend to radio since it would have been freely available to everyone. If you are an advertiser and your target market is lower LSM group, you would definitely jump into the opportunity.

Broadband cost too high?

Some might argue and say the cost of broadband would have reduced by now, so radio would have struggled to make its mark in the industry. Currently it is more expensive to advertise on radio than online, due to radio’s ability to play commercials repetitively until the message reaches the target market.

These are all what ifs, meaning it didn’t happen radio did come first before the internet. However this is the question many radio stations should be asking themselves if they want to survive. If they can come up with the right answers of how to take advantage of the internet then they will definitely survive this beast called the internet.

 

 

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