Move with the times, move to online radio
Online radio is proving to be the game-changer of our culture and everyday life in South Africa.
This results through the changes in digital platforms which shape the way we consume content today.
Recently, ICASA revealed that online radio is similar to mainstream radio. Showcasing 21.5% overall usage of Digital Audio Broadcasting (DAB) services in the country.
Without a doubt, online content attracts more people compared to traditional platforms. This is because it’s easy to access media on the internet.
Even the Deputy Minister of Communication, Pinky Kekana agrees that online broadcasting encourages public acceptance.
Now, this leaves traditional radio in disaster because; audiences treat their content as boring and old-school.
This article will show how online radio dominates traditional broadcasting.
Online radio provides targeted content
Internet radio stations understand that we are different as humans. Therefore the type of content we consume will be different too.
This form of audio broadcasting allows the divide of content in order to accommodate different audiences.
For instance, CliffCentral radio stressed on the value of creating content that is focused, in their Know Thy Audience post.
Also, the father of Touch HD, Tbo Touch prides himself in offering content that is easy to engage with.
Content that ignores accepted norms that come with traditional radio.
Through podcasts, and live streaming online radio stations break their content to target the right people.
Digital radio allows instant content access
“Catch-up” is the real name for online radio in South Africa.
According to Tbo Touch, “digital radio allows instant access to content. In online radio, it’s impossible to miss a program or show.
Audiences can now catch up on their favorite content at any time. Thanks to instant download and catch up tabs online.
Additionally, the “catch-up” trend allows digital radio stations to document their content. And some may even remain evergreen within digital spaces.
Content like podcasts and music are now readily available in online libraries.
Thus increases easy access to content.
Audio is passive and real
Online radio dominates traditional broadcasting because of being passive.
Through mobile phones, the public doesn’t need to be next to their non-portable radio sets to consume media.
CliffCentral says that “ internet radio, allow users to consume content without any interference.
For example, I can be jogging, while listening to a podcast. Or be working out while live-streaming.
As a result, that guarantees saved time for the public.
To add, online radio presents more unfiltered content as opposed to traditional radio.
Many digital platforms are independent and free. And that encourages content creators to share real-time information without being censored.
These unfiltered contents guarantee the increase in public engagement because it’s an undiluted reality.
Online broadcasting elevate fresh talent
South Africa is rich with talent. We have skilled musicians, presenters, voice-over artists, and storytellers.
Previously, these professionals were struggling to get platforms to present their talents.
Luckily, online radio proved to be their better stage. More talent is now less constrained, all thanks to online media.
For example, Massive Metro supports the idea of promoting local talent in township communities.
DJ Sbu mentions that his radio station represents “Kasi life” because it prioritizes fresh talent.
Internet radio in South Africa is growing to its four legs every day. As long as the public side with digital technology, chances are that the mainstream media will be merged to online either.
Absolutely, online radio is no longer just a trend. It has become us, and judgingly it will soon leach away traditional radio completely.