According to radio futurologist James Cridland, new technologies are set to revolutionize radio, making it more accessible and engaging than ever before. He argues that radio is not just about AM and shortwave, or big, old-fashioned transmitters- it’s a shared experience with a human connection. This shared experience is something that streaming services like Spotify can’t offer, and even radio stations that play non-stop music lack this human connection.
Cridland cites figures from many countries around the world, which show that nine out of ten people tune into the radio every week, as evidence that radio is “still tremendously powerful and tremendously popular.” He also highlights that while live and local content is an important part of radio, it’s only a part of the future of the medium. To truly be successful in the future, radio must be “real and relevant” to its audience, which requires understanding who that audience is.
To achieve this, Cridland argues that data statistics are key. He suggests that online radio can provide a wealth of data and statistics, which can be used to better understand and engage with audiences. By using this data, radio can tailor its content to be more relevant and appealing to listeners.
Here are three examples of how technology and data can be used to enhanced the radio experience:
- Personalization: With the help of data, radio stations can personalize their content for individual listeners, creating a more engaging experience. For example, a listener who frequently tune into a talk show about sports, the station can use the data to suggest other sports related shows that the listener might enjoy.
- Interactivity: New technologies like smart speakers and mobile apps allow listeners to interact with their radio station in new ways. For example, listeners can request specific songs, participate in live polls, and even interact with DJs in real-time.
- Podcasting: Podcasting has become a popular medium in recent years. Radio stations can leverage this trend by creating their own podcasts, which can be promoted on the air and shared online. Podcasts can be a great way to reach new audiences and provide additional content for existing listeners.
In conclusion, Cridland believes that radio is a century-old medium that keeps getting better. New technologies and a better understanding of audiences will help to ensure that radio remains a powerful and popular medium for years to come. With the right approach, radio can continue to be a shared experience with a human connection that cannot be replicated by other forms of media.