It's A Wavelength Match!

Radio has also been synonymous with RJs who are increasingly harvesting their popularity through social media channels,becoming influencers who are shaping and driving public narrative and awareness on issues. This is helping the medium influence mindsets and society at large with even more power and is a great example of how digital has augmented radio’s offerings.

When MTV began operations way back in 1981, it did so with a track that could very well have been prophetic, except that it wasn’t. I am talking about the famous Buggles hit ‘Video killed the radio star’, the first ever music video played on the channel and a permanent member of the rock ‘n’ roll wall of fame. So, if you thought the lines of this famous song still ring true for the radio industry, you have another thought coming. You see, if radio were not to be "killed" by video, it had to adapt, and adapt we did.

It’s no surprise that the industry has stood the test of time, both globally and in India, and has ensured it continues to become a permanent fixture in most people’s lives, by welcoming evolving formats and newer avenues. Over the years, what’s been the key contributor to radio’s growth has been the resilience of the industry and its ability to adapt and co-exist with other forms of media. Be it the eponymous video, or the digital wave, the deluge of social media or OTT, radio has managed to hold its own against every ‘disruptor’, ensuring its relevance is never a question mark.

So, what’s the secret of radio’s energy?

The biggest power of radio is its reach