While television is adapting to new times, making room on your screen to the Internet to keep younger viewers and the press is caught between a difficult present and a future marked by the uncertainty, radio has managed to not only weather the storm that had led to the emergence of new information technology, but even out gracefully, almost disheveled, revealing that there are things like the human voice, that do not support substitutes.
Just look at the EGM data in recent years to find that the radio, Internet except, of course, is the only medium whose penetration has not only fallen in recent years, but even increased to 56.5% today, up three consecutive waves. It is only behind television, which reaches 88.3% but it suffers a slow but steady decline for more than a decade and well above outdoor advertising, newspapers, magazines and even Internet.
also boasts an audience profile than appealing to the advertising market as it is mainly located between the upper classes, as opposed to TV-and a very wide age range but between that
How is it possible that this technological revolution that has altered everything has barely made a dent on the radio? Obviously, this is a support whose main weakness is also its greatest strength: simplicity. Beyond formulas more or less novel, large transfers or commentators, the success of the radio is in the end, something as simple as the value of the human voice, the driver's ability to transmit a program, to touch, to connect with the person on the other side. And that magic that has or has not, can not be replaced by any later technology. In this way fidelity is many times more people or equipment to the stations themselves, and if not tell that to
Another advantage of radio is that its relationship with the audience has changed little since its birth. Moreover, new technologies have only advantages of course, because, unlike what happens with the print media or television, the fact that listeners hear your favorite station from one medium or another does not reduce hearing quite the contrary. In the car, from the iPod, mp3 player or mobile phone while walking, jogging or when we do, in the computer through the network at home or at work, in the transistor lifetime in the classroom or the kitchen while we perform housework ... any of these devices allow us to listen to the radio the same way, without changing one iota our relationship with the environment.
And the strangest thing is that there were many who predicted its demise when television arrived. Why now only hear sound when no images? gurus wondered fifties. Something very similar to what is questioned, just half a century earlier, many of the theater when the film made its appearance. Entertainment is condemned to death, they thought. However, clinched the first decade of the century, the radio, as happens to the theater, there they are, as fresh as ever, and television and film experience to adapt to changing times.
And, is there anything more beautiful than the human voice?
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