Conventional Radio vs. Online Radio – The Truth, For Itself.


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The world recently celebrated the importance of radio, an intimate and personal medium that has connected people around the world since its inception 110 years ago.

This year, UNESCO, a United Nations specialized agency aiming to promote peace and security in the world, called on radios to celebrate the 10th anniversary of the event through three sub-themes: evolution, l innovation and connection.
The evolution has been noticeable in radio across the world and although in Namibia the majority of radio stations operate in a conventional manner as well as online radios which are making waves and impacting life as well. than conventional radios.
One of these is the campus radio station of the Namibia University of Science and Technology, NUST FM.

Delila Katanga, the station manager, said one of the many challenges is the rapid diversification of the media.
“Radio doesn’t mean focusing on broadcasting anymore, but it also means branching out into platforms like podcasts and videos. Ultimately, this can be difficult for online radio because of the limited funds stations have to work with. Although the revenues are relatively good, they do not compare to those of stations with frequencies and this is further hampered by the Covid-19 pandemic which has caused many organizations to reduce their advertising budgets, affecting many media ”, Katanga shared.

NUST FM was founded in July 2015 with the sole purpose of facilitating, enhancing community engagement, disseminating information about NUST to its community and external stakeholders, as well as promoting local artists and businesses in Namibia. and beyond. Katanga said: “Although online radio is still a relatively new concept to the Namibian public, it is steadily gaining ground. The majority of listeners remain young, this is because they know the Internet well and most of them do not have traditional radios to connect to.
She said the audience keeps growing. “We are not limited to geographic location. NUST FM is accessible from all over the world, which allows the brands that advertise with us not only to reach the Namibian target audience, but also to present their brand to the world, ”she said.

Gerald Johr, Managing Director of Radio Energy, is a radio chief with over 20 years of radio experience. “The portability of radio gives it an advantage over other types of media that require an individual’s full attention, such as television, print and social media. These new media technologies only extend the reach of radio and the variety of programming content it offers, ”explained Johr.
He said that amid growing concerns over Covid-19, general media consumption is peaking.

Radio Energy turns 25 at the end of October this year 2021. “With 98% market reach, radio is still the most important source of information in Namibia and elsewhere on the African continent , the stats are the same, ”Johr shared.

He said the reason radio is what it is today is because it still has the broadest audience footprint, adding that the power of radio to entertain, educate and d informing in everyday life and emergencies is just as important today as it always has been, and perhaps even more so today.
He said: “Namibia does not have a reading culture; this has been proven time and time again, and with social media’s very low level of trust, the tendency to get credible information from your favorite radio source prevails. Social media is short on airtime or data, radio is not. The radio is free. And to top it off, radio is one of the best social media out there, fostering participation and engagement.

Radiowave station manager Juan Vorster told Entertainment Now! the only way to improve Namibian radio is to constantly strive for the highest level of professionalism, to make a concise effort to understand and speak to our audience, and to work together to uplift and promote Namibian businesses and the country as a whole.

He said the biggest mistake in the radio industry is the lack of collaboration between competing stations. “While we all have our own brands to build, the radio as a whole would only benefit from more collaborative efforts,” he said.
He added: “There is always a perception that radio is secondary to many other media, but by working in the industry we see day to day results that we can provide to local customers and businesses. . More trust and more commitment to local radio stations with this on-air thinking, that’s what I’d like to see. “

Radiowave turns 23 in July of this year. “Radio has always been a relevant medium in Namibia. We are still working on growth as a brand, but also on promoting the medium as a whole. The growth can be hard to judge, but what we do know is that audiences have grown dramatically over the past year in the wake of the global pandemic. More and more people have turned to radio as a companion and source of local information that has shown up in online viewing figures and increased on-air interaction. I believe radio in Namibia continues to grow and will continue to do so, ”Vorster said.
-psiririka@nepc.com.na

2021-02-19 Paheja Siririka

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