Radio is the oldest communication medium. Preceding film, TV, and the internet, it has existed for more than a century. And as times have changed, an adaptation to new content consumer habits became necessary.
Online radio, or web radio, is a cheaper option, since broadcasting is free and production costs are limited to equipment and staff. The internet has become the world's largest communication platform, and radio hasn't escaped this migration. Most online radio stations are focusing solely on playing music, leaving content aside, which has led to a retreat from the advertising market and other investments.
Playing music is no longer as appealing. That's because nowadays it's possible to create your own playlists on streaming platforms like Spotify, Apple Music, and Deezer. You no longer need to tune in to a radio station to listen to music, or request your favorite song to hear it.
One of the strategies used by radio stations is content focused on YouTube and the “live” format on Facebook, for example. Well-known names like Jovem Pan FM, Band Rádio, and Rádio Globo share videos of live shows, breaking news, interviews, full materials, and more. In this case, it was necessary to turn to the audiovisual format, since the tools used allow for video content in addition to photos.
Other advantages of radio stations migrating to social media include:
- Live interaction with the audience
- Promotion of programming
- Constant contact with the listener
Beyond the obvious format change, an adaptation also made by other media, such as TV (Netflix, Hulu, Net Now, among others), is “on demand” content. In other words, you choose what you want to watch. Just access the platform and select your content, whenever you want.
That's how podcasts work, another outlet for radio stations, among other platforms. These are on-demand radio shows. Just hit play or download the episode. The topics are as broad as possible: film, TV, literature, science, politics, news, games, religion, comedy, music, etc.
On Spotify, which despite being a competitor for radio's music audience, there's room for all kinds of podcasts. While most traditional outlets keep producing the same content, distributing it to more modern media in search of new users, podcasts do things differently.
Unlike radio shows, podcasts are recorded, not live. Most podcasts are episodes published regularly and in sequence, also available for download. This content needs to be 100% original, meaning the use of music would breach copyright, due to unauthorized distribution of the artist's work. Unlike a podcast, an online radio station, for example, can only be heard by those who are online at the moment of broadcast.
Content is now being created with a new language and a new dynamic, both geared toward the internet. That said, radio remains a major mass medium, not excluding itself, but joining forces with the internet, which nowadays holds a much greater space and dedication in the lives of content consumers.
