Radio is still powerful, even in a multimedia age.

Radio is still powerful, even in a multimedia age.That was the conclusion of an expert working party at the 49^th General Assembly of the Asia-Pacific Broadcasting Union taking place in Seoul, Korea, this week. Mike McCluskey, Chair of the Union’s Radio Working Party, told the annual Programme Committee meeting that the working party’s debate on the question was “lively and confronting”. “Radio is powerful in many ways to many people such as in less developed and isolated communities, or to older audiences or in times of emergency,” he said. “It is less powerful to those who have access to multiplatform content, especially mobile and social media.” Mr McCluskey said the expert debate “highlighted the challenges facing radio to maintain its position as a powerful medium”.  

“Yet it was concluded at the very platforms that are seen as threats to radio's position of influence were also the tools we have at our disposal to use as complementary media to make radio and multi-platform digital media work hand-in-hand to reach and connect with audiences in even more powerful ways.” 

He said members of the Radio Working Party brought up many case studies demonstrating how broadcasters were making radio and multi-platform content that connected with audiences of all ages and demographics.