Terrestrial broadcast radio is around 100 years old, but unlike some newer services and technologies, it is still going strong generally, especially in the Caribbean. Why is it still so popular?

 

If we are being truthful, most of us do not think twice about broadcast radio. We might listen to it whilst in a vehicle, but do not necessarily make it a point to tune in specific programmes throughout the day or week. However, it is interesting to note that although AM and FM radios have been commercially around since the 1920s and 1930s, it has already outlived the iPod, the CD and audio tape cassette.

According to a 2012 Education for All report, and in developing countries, radio still has a powerful reach, with over 75% of households having access to a radio. Further, in developed countries, such as the United States, AM/FM broadcast radio still has the greatest reach at 93% of consumers in 2017, versus 89% for TV viewership, 83% for smartphone use, 50% for PC use, and 37% for tablet use (Source: News Generation).

That reach for terrestrial broadcast radio is in the face of a multitude of choice, including Internet radio, podcasts, YouTube, Vimeo and other video streaming services, Apple Music, Spotify and Tidal, etc. So why is terrestrial radio still so popular?

Radio is still readily available

A key reason why radio is still so prevalent is because it is still readily available. Most vehicles still come with an AM/FM radio as a standard feature; hence most people tend to listen to the radio on their way to and from work. Additionally, there is no learning curve associated with using a radio, and neither do you have to register or pay to use it. It is freely available and immediately ready for use by anyone who has a device.

The ‘tyranny of choice’ is avoided

Based on their programming, radio stations ultimately offer you, the listener, curated content. You do not have to pore over hundreds of thousands of songs daily to assemble a playlist, or search for and select what other items –such as interviews, gameshows, talk shows, news, etc. – you might want to listen to. The truth is that infinite choice, based on all the content that is readily available online, for example, can be tedious, time consuming and ultimately stressful, to wade through. Sometimes you just want to be a passive listener, and not constantly have to make a decision. Thanks to radio, the choices have already been made for you; and all you have to do enjoy them.

Radio is local

With CNN, the BBC, ABG, CBS, NBC, etc., all readily available across the Caribbean, we have several channels through which to access extra-regional and global news and content. However, if you want to know the news, weather or traffic where you are and ina timely fashion, your local radio stations are the best sources for such information.

Radio is reliable

As much as we might be incredibly attached to our mobile phones or the Internet, they can become virtually useless when the power goes out immediately before, during and after severe weather, such as a tropical storm or hurricane, which the Caribbean region experiences annually.  As a result, most of us tend to ensure that we have access to a AM/FM radio (and fresh batteries!), since it is, and continues to be, the most reliable source of communication under those conditions.

 

In summary, based on trends to date, radio – and terrestrial broadcast (AM/FM) radio specifically – is far from dead. Although, it might have been anticipated that its popularity would have dwindled as newer technologies and services emerge, terrestrial broadcast radio is stronger than ever. Further, although Internet radio is also growing in popularity, it is not cannibalising broadcast radio’s reach. They appear to be enhancing and strengthening each other. They use different modes of delivery, yet both benefit from a tried and proven format:  thus providing fun and informative content that still holds the attention of today’s consumers.

 

 

Image credit:  fancycrave1 (Pixabay)