Nitin Gupta , Associate Vice President – Programming , Radio Mirchi
Experts like to pretend that older technology is dying out in favor of the new. But it is far more likely that the old technology coexists alongside the new one because it fills a niche the latest technology cannot completely fill.
One of these old, but not dead, technologies is radio. Understanding why people listen to the radio will give you a better understanding of how to use radio spots for marketing.
It was Supposed to Die, but…
The last 4-5 years have seen an explosion of new technologies. Online radio was one of the first on the scene, although it took a while to catch on. These radio stations are broadcast globally and offer music options that range from those comparable to what you might find on FM radio to more obscure, carefully curated stations.
Online radio stations like Radio Mirchi (18 online radio stations with different genres) started cropping up as high-speed internet access spread nationwide, but smartphones made these streaming services far more viable since suddenly users could take their music on-the-go. Apps such as Spotify and Google Play transformed how we listen to music.
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Experts predicted that these options would swiftly replace radio, yet radio stubbornly holds on.
Why Radio Still Lives
Digital streaming and FM seem like more attractive offerings, so why do people still prefer radio?
It is free. Radio is supportive by advertisers. Unlike satellite radio and many digital streaming services, you will never pay a penny for radio.
It is widely available. When you listen to the radio, you do not need a pricey computer or a smartphone – normal phones would do. There is no need for an expensive data plan that will run out: all you need is power. And every car comes with one, too. Radio’s reach cannot be beaten.
It is local.
Sometimes global is not best. For news, weather, and traffic, you want to know what is happening in your neighborhood.
Music wins. Sure, a radio station probably will not be as niche as a satellite radio station or Spotify personal playlist; we know that and are okay with it. Radio excels at helping its listeners discover new music while still providing a blend of predictable hits, and that hits a sweet spot for a lot of people.
The personalities are fun. Radio personalities are what make radio fun to listen to. Whether it is the comforting intellectualism of a news-based announcer reading the news, or the zany antics of a Morning Zoo-type radio host on the drive to work, people tune into their favorite radio station because it is like a familiar friend. Examples like: Naved, Pak Pak Deepak, Sayema, Jeeturaj etc. from Radio Mirchi are actually the ones.
It is reliable. When severe weather strikes, radio is the most reliable source of communication around. If (and when) the power goes out, all you need are some batteries and you will have the latest information within minutes. So, keep enjoying Radio as it is becoming more popular.