Radio: Why are we still listening?

In this hectic world, with the emergence of new media technologies, one of our oldest forms of entertainment; radio, is not only still going strong, but is becoming more popular. Radio could be seen by some as an old-fashioned form of gaining information or being entertained, particularly with the other options available to us such as on-demand television, and the internet. However, instead of sitting back and watching the listeners disappear towards their new chosen form of media, radio seems to have decided to do something about it; by embracing media convergence. Today many radio stations are producing podcasts, meaning our favourite shows are available at anytime. Major national stations are available via a DAB digital radio. Visual aids, for example a live web camera being placed in a studio and being streamed online, and video interviews  mean that for the first time radio is no longer a ‘blind’ medium. It seems there is a familiarity with radio that other forms of media just can’t copy. It can in the background of our everyday lives, whether at home, in the car or at work, yet is not intrusive into our lives like television.  It has been described by some critics as ‘an undemanding friend’ that addresses the listener as an individual rather than a mass, and therefore finds a direct and personal link into our lives, without alienating us. It also gives us a sense of imagination that we could never find with television. Interestingly, what has been shown by the RAJAR (Radio Audience Joint Research) figures is that over the last 10 years more of us are tuning in to our favourite stations, yet for a shorter amount of time. Perhaps this is a statement upon the social changes to our lives in the last decade, implying we now have less leisure time, and are spending more time in the office? However, whilst on the way to and from the office, the radio seems to be the ideal medium to engage us, yet not frustrate us or intrude upon our lives. For the majority of radio shows, the morning and evening drive time slots are the most listened to and therefore most important slots to get right. The broadcasts normally include traffic news; important for avoiding the accident hotspots, as well as news bulletins, music and chat to either start or finish your working day. Phone-ins also give us the chance for our opinions to be heard and make the experience of listening to the radio more personal. The differential word here is ‘experience.’ Radio listening, put simply, is an experience to enjoy which will always maintain that familiarity to keep us listening, despite ultimately being forced to change with the times.