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[Column] The return of radio [Apr. 6th, 2006|12:56 pm]
International Marketing


[Current Location |HQ , 2nd floor, right wing, 2nd desk, to the left]
[Current Mood |amusedamused]
[Current Music |BlueNote Sidetracks]

Every time a new wave of statistics on radio listener s (in Belgium:
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Every time a new wave of statistics on radio listener s (in Belgium: <A HREF:"http://www.cim.be">CIM</A>) is published, the newspapers and media have a field day. Channel X did better than Channel Y, Channel Z is the highest when it comes to market share and so on. Radio channels have their own advertising these days, with big billboards telling us about Channel Z having less talk and more music.

Radio has become big business, where margins and listeners are closely connected.

Radio has also changed alot in the past decade or so.

More and more radio channels follow the less talk-more music direction, leaving a few classical radio channels their own niche.
Very few channels still have 'real radio programmes' (with guests, talk, radio documentaries, ...) Radio has been pushed into the background, as the eternal theme song of whatever we are doing. Less and less people <b>listen</b> to the radio these days.

Or not ?

Classical radio knows it's revival...yet on another medium.

With the Ipod boom (and other MP3-players in it's wake), we witnessed the return of classical radio in the shape of the podcast. Radio has become a pull-medium (marketeers know where I want to go with this one), something we access at our own whims.

We change radio programmes depending on our mood, our podcaster one big ecclectic radio channel.

<b>a MyChannel</b>

And strangely enough (at least, if you have to believe all the mainstream radio channels who go less BlaBla, more Lala), podcasting isn't just about music.

When I open my iTunes and look at today's top podcasts for Belgium, I see plain, old classical radio.

On number one at this moment, is <A HREF:"http://www.rtbf.be/rtbf_2000/bin/view_something.cgi?id=0160772_sac">la Premiere</A>, the podcast of a classical state radio channel, bringing you a mix of interviews, guests, documentaries and music. In the top 20, no less than 13 podcasts are talk radio podcasts.

Radio has evolved...and while our classical radio sets are competing for our ears, they condemn themselves to the background.
If you want your message (be it a commercial one or not) to be heard, the real <b>listeners </b> can be found at the end of the white earphones,
on a street or subway nearby.