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Since new technologies have been introduced some say that the popularity of radio is decreasing in which losing its charm, whereas others would disagree to how radio is only just developing. I will be discussing both areas and whether or not radio is really losing its charm.

After radio was first introduced in 1912, it was very popular especially in the war to listen to music, news and enjoying stories. But once the BBC radio was introduced in 1927 they started to create innovative ways to gain new and regular viewers through conversation and activity. With their aims; to promote education and learning, stimulate creativity, bringing the UK to the world and the world to the UK and sustaining citizenship and civil society.

Even after the Television was introduced two years after the BBC started in radio, due to the costs of televisions, radio’s industry was more popular overall due to costs in comparison. However once the proliferation of TVs increased after Top Of the Pop was introduced in 1964, there then became some competition for radio as not only could you hear the bands, you can watch them and re-live the performances on different platforms such as video.

Although TV is playing a large factor in people assuming that Radio is losing its charm and values they are still obtaining their 33,695,528 monthly live streaming across the BBC and specifically 8,169,804 monthly streaming requests on BBC Radio 1. Therefore from this information I think that Radio still has its popularity although there are other technologies about, but they have been able to use different methods to obtain and increase their listeners especially within BBC’s Radio 1. There are many ways that they have been able to do this through their distribution methods, uses of technical convergence, marketing, synergy and social media.

BBC Radio 1 now offer different ways to listen to their shows; since the internet was introduced in 1982, later leading to YouTube being created in 2005 there were other ways to listen to new music. However Radio 1 took that in their stride and created a website not only so that they can listen in to the show but to get information and celebrity gossip. As well as this they allowed the audience to get an overview if they miss the famous Official UK Top 40 each Friday.

The distribution of their show meant that they could be heard through the radio or online. Additionally, having catch-up shows so that they could listen to their podcasts whenever they want. In which this is similar to how TV have developed to catch up TV with the ITV Hub and BBC iPlayer where they have used synergy to digitally distribute through their app iPlayer Radio. These are all effective ways of developing their technical convergence as the listener has more choice to where and when they listen to the radio so it can be on the move through radio, their website or even their app which is an effective way of being recognised.

Moreover with digital audio broadcasting (DAB) meant that the audience could receive more information on what the radio is playing, in which DAB allows audiences to notice what the song is when they turn on the radio half way as it is not always made clear what song is playing. This makes radio more developed because it is not the simple technology like the radio was initially.

Furthermore Radio 1’s marketing and development methods in gaining listeners are excellent. Not only do Radio 1 market their show on their website they use social media because they consider how their target markets the demographic of E as they are students and how stereotypically they are always on their phones looking on social media. Therefore with viral marketing Radio 1 have placed themselves on social media sights such as Facebook and Twitter to relate to the audience and gain viewers. Additionally Radio 1 try to target specifically to the audience through setting the music to the audience such as the top charts which is stereotypically only for the younger generation whereas Radio 2 is for the old middle age group. This is effective because the station can know their audience and what they would be interested in like celebrity talk and an overview of sport.

As well as this Radio 1 use competitions to keep the charm of radio alive, with this you get more interest from viewers to listen so that they can win competitions like tickets to the Bit Awards, Leeds Festival and Big Weekend. With this the Big Weekend usually gets a lot of interest because the free tickets from their Website sells out in seconds. Therefore to gain more viewers they have competitions, months before and running up to the festival where the listeners would have to guess the artist and the songs that are played (lasting less than a second each) and call up to get a chance in winning tickets.

Although there is TV and music apps like Spotify that are becoming popular I do not think that radio is losing its charm especially because Radio 1 in particular are able to keep up their views as well as getting coming up with new games such as the a game featured on Grimmy’s Breakfast show that gives the listeners the opportunity to choose a song. Therefore with their different distribution methods and marketing choices they are still keeping the charm and individually of radio.

I think that these kind of competitions give radio like Radio 1 its charm and individuality. Other ways that makes Radio 1 what it is, is their new music Friday. This is something that I listen out to each week so that I can find new music that other people may not be aware of.

Radio 1 have used technical convergence to not only have their live lounge that is displayed on YouTube it can also be seen on Facebook and twitter. Due to their popularity of their live lounge performances they have been able to create an album where it has the best live-lounge performances of the year which is distributed online and in store or even for download on iTunes.

Is Radio losing its charm and value because of new innovative media channels?

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