FUTUROLOGY, will radio die?

FUTUROLOGY

Standard: British Accent

Level Language: Intermediate

Why do some analysts predict the end of radio?

The classic radio format – information plus music – is under attack. Why wait for news and traffic reports when they’re online? Why let DJs choose music for you? Young people dislike the limited selections and annoying advertisements, preferring their iPods or phones.

What are radio’s traditional strengths?

Live music, concerts, interviews and personalities. Since radio began, with Marconi’s wireless broadcast from Britain to Canada in 1901, it has entered our hearts, as the housewife’s friend, the voice of freedom, and a training for writers and musicians from Samuel Beckett to Dario Fo and Duke Ellington to Jimi Hendrix. There are so many radios in our homes and cars, it will take time for digital technology to catch up. “Over a billion hours a week of listening take place in the UK,” says Jenny Abramsky, BBC Radio Director, “in the bedroom bathroom, car and on the move”.

How should radio rise to this challenge new media?

By adopting internet flexibility, MySpace plays four songs by any band and allows you to link to their page. This “word-of-mouth” publicity made the Arctic Monkeys number one, with audiences singing along, even though their album was not yet released. Last.fm, recently bought by CBS for $280 million, hopes to make every song and music video available on-line. Pandora.com goes further, offering personalized radio stations. It learns bands allows your favorites artists and tries similar bands you’ve never heard of. Share your station with friends: a soldier in Iraq and his family back home can listen to the same station. People love the freedom from corporate influence. “Pandora from corporate influence. “Pandora doesn’t care how well the music is”, says founder Tim Westergren.

“It plays whatever make sense musically. As people group up, they get disconnected from new music. Radio doesn’t speak to them, the CD never gets changed. Pandora offers a way back for these people.”

Pandora offers a way back for these people.”

How can radio producers meet these demands?

The digital revolution allows multiple broadcasts. One station can dedicate separate channels to Elvis, Jazz and experimental music. Speech stations can simultaneously broadcast English lessons, comedy and celebrity interviews. Local stations can also succeed with low-budget programmes on local issues. You don’t need expensive studios and antennae. We can all journalists, democratizing the medium.

Are only small stations affected?

No. The revolution has already converted the mightly BBC. They put all programmes online, including new digital stations for black music. Asian issues and comedy. Their listen again service lets you hear programmes for a week. BBC podcasts are popular. UK listeners acces 20 million hours a month. The entire BBC archive may soon be put online.

Will radio die?

A more likely end is totally personalized radio output, like Pandora, but not only music. Television’s Tivo box learners what programme you like. Why can’t radio do the same?

Future radio’s will integrate radio and the internet, choose programmes from diverse stations and websites. Broadcasting them through Blue-tooth to your stereo, phone or head-phones. 

“News” you’ll say. You’ll hear the important stories. “More!” Serious interviews and analysis. Depressed now? It ill switch to music, interrupting only when your team scores.

Is that realistic?

The BBC is already running a trial of MyBBCRadio, using this technology to create personalized radio, if this rejuvenates radio, during the next generation media, Mr. Marconi wouldn’t complain.