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Convergence is the new buzzword in the media. Sharlene Sharim finds out what this means for the radio vigour. Video didn’t kill the radio star…and neither have ambulatory phones, internet, social media or other digital platforms.

In occurrence, it’s done the opposite, says Terry Volkwyn, CEO of Primedia Broadcasting. “Technological revolution and convergence has been a huge complement and probably one of the best things that have happened to radio,” she says.

Adjoining broadcasters have much to learn and even more to be excited about in future, judging by global trends.

“The biggest demand in radio in the UK has come from disruption as a result of technology,” says Clive Dickens, chief operating catchpole at London-based Absolute Radio. The UK is one of the most digitised countries in the world, with nigh complete digital television, near complete digital broadband and some 78% ownership of smartphones.

“But the godlike news is, with all this digital disruption, we still have a significant amount of people who are using radio every unwed day.” Dickens says 91% of the UK population claim to heed to at least 50 minutes of radio, and this statistic is at an all-time high.

Source: The Media Online

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