'Life is not
an mp3 player where you can play what you want, but life is a radio where you
have to enjoy what's being played.’ - Zayn Malik
Radio has evolved ever since its advent by
Italian engineer and inventor, Guglielmo Marconi, in 1894. This does not mean
all the credit goes to him. In fact people like Nikola Tesla, John Perry,
Frederick Thomas Trouton, Sir Oliver Lodge, Reginald Fessenden and Alexander
Popov were involved in the development of radio way before Marconi took all the
recognition and glory. In fact from my History class, whether the textbooks
were right or wrong, Guglielmo Marconi is considered the father of radio.
I have always been fascinated by the way
radio presenters relay information to the intended recipient. The way they
capture the interest of their audience is in itself very intriguing. Trust you
me, the most out of radio cannot be attained if the presenters approach their
intended audience with dogmatism and have a text-approach to issues affecting
them. Radio is perhaps the most reliable way of reaching a wider audience.
However producers need to act professional even when presenters don't.
My folks in the rural areas and the
illiterates, who hitherto were cut off from knowledge know the power of radio.
Though the folks use dry cells which don't last long, the impact
radio has in their lives is quite phenomenal. The radio is their only
available means of entertainment, receiving current news updates and a media
where they get educated on issues to do with agriculture, hygiene and current
affairs. That way they are not ignorant on matters of national and
international interest.
Radio can be said to have greatly
contributed in making the world a global village. Where I stay, radio does not
rank highly in terms of listenership. This I may attribute to the greater
influence a television plays. However occasionally radio does come in handy
when the programs on television become boring and hence exciting conversations,
palaver and captivating comic effects not forgetting music from the
radio will provide relief.
Technology has played an influential role
in the way radio has transformed to be world's most influential device for
relaying information. The analogue radios where one had to manually tune in to
their favourite stations have since been replaced by digital radios.
Currently, there are so many devices that
can be able to function as radios. The proliferation of cheap mobile phones
with radio capabilities and the fact that radios are not very expensive means
more and more people can be able to listen to their favorite stations.
For advertisers of products, the niche
market a radio provides is unrivalled. According to a certain poll, 84% of
adults listen to radio on a daily basis. Therefore, production of the ad
should be more appealing to the senses to definitely have a lasting impact on
the listener than a TV ad. Most TV ads are usually exaggerated
and ownership of the same is still negligible worldwide. In that regard,
more sales will result from radio than television when it comes to actual sales
for a seller.
One amazing thing is that one can be able
to listen to radio even when in the shower. The internet is also another avenue
streaming live radio stations both locally and the world over. The obverse is
true of TV.
There is plenty of room in radio for those
who can produce or recognize IDEAS. Great ideas are what make the world a
better place. In fact if one has the requisite gift of the gab and can gibber
prudent and relevant banter, trust you me, radio should be the next stop.
Millionaires are currently being churned by this industry.
‘The money will be made by those who
discover or create new and more meritorious radio programmes and have the
imagination to recognize merit, and to give the radio listeners a chance to
profit by it.’ - Napoleon Hill.
Indeed, ideas that are not only smart but
also unpredictable and stand the test of time in radio have seen even the most
nascent of radio stations quickly overtake some of the well-established radio
stations in terms of listenership. Invigorating debates and palatable
discussions also have a very significant impact when it comes to issues related
to Radio.
I actually like listening to radio while
in the car. In Nairobi, Maina and King’ang’i In The Morning #MITM has been
combative to the extent that majority of Public Service Vehicles and personal
vehicles get tuned in to it. The major reason as to why most people like the
station is due to the fact that it discusses bedroom affairs candidly and men
and women vent their frustrations in their relationships with ease without fear
of revealing their identity.
Statistics however show that Citizen Radio
has a wider audience nationally in Kenya. That could be due to the fact that it
has a comprehensive framework of satisfying the demand of its audience and
having a wider transmission network has really been advantageous.
Dynamics however make what is relevant
today less relevant in the near future. The audience is changing to a more
youthful one. This means the issues affecting them and the lifestyle they live
should be given more emphasis. However, this does mean that the older
generation should be spited. As a matter of fact, they value radio highly.
However meeting their complicated demands may sometimes be tricky if not well
addressed.
What is for sure is that the music has to
be played. Artists who get airplay need to be paid and the artists should
reciprocate by producing good music. As much as radio serves our interest, we
should not forget that it is also a tool that can even wreck the moral fabric
of society. There are scenarios where lewd, uncompromising and lethal
information have been broadcasted through radio. A plus is that those who
regulate the industry have been able to ensure that content that is censored
and unclassified does not reach people.'Situonane'
