Why is radio still popular in the 21st century ?

Have you ever noticed why radio is still present in most cars, smartphones, digital watches, etc.? The reason is that radio is still not old-fashioned in the 21st century. Although technology progresses with each passing day, most consumers prefer the radio. Let’s take a look at these reasons:

  1. Portable and Inexpensive: Radio is portable among many modes of communication. They can be used in cars, stores, and other places, which helps to reach the targeted audience. According to researchers, broadcast radio reaches 99% of the Indian population today. Moreover, rural India is heavily dependent on it for information. It is also the cheapest and most portable medium: a radio set can be purchased for ₹100, making it more affordable than a mobile phone, television or any other source of entertainment and information.

2) Plays music and broadcasts news: The love for music never fades away for most of us. Radio continues to play music in the middle of traffic jams, long queues to keep us entertained. Also, it keeps us informed about headlines and essential news. Furthermore, it keeps us in touch with local traffic updates and daily weather reports. Also, it has been observed that the radio had been the last person to stand up in times of disaster and disaster. During situations such as the 2004 tsunami and the 2013 Uttarakhand floods, radio provided information about relief work, aid and recovery efforts when other media became inaccessible.

3) Listening to the radio is free: Nowadays, many sources of information and entertainment charge customers for their services. But the radio is free for all of us. This is one of the most significant reasons for the popularity of radio in the 21st century. Along with its free services, it offers its listeners a wide range of topics that they want to listen to.

4) Cost-effective promotion on the radio: When we compare the rates of advertisements on newspapers, televisions, radios, and social platforms, radio is less costly. For this medium, advertising costs have grown less than other common forms of advertising. That’s why many companies do their advertising on the radio.

5) Adaptable: It has adapted to technological changes and consumer trends. Radio is now accessible through smartphones, laptops, smartwatches, etc. The best part is that radio doesn’t require you to set aside time the way TV does, as it asks less of its audience, being the only audio medium. In the case of TV, it requires the full attention of its audience because of the audio and visual elements present in it. But, people can take the radio with them wherever they go without losing half the experience.

Trends in technologies are continuously growing. But radio can evolve with technology, and that’s why it is still prevalent in the 21st century. Moreover, it has been excellent support for many of us during the COVID-19 pandemic. It brings us comfort and familiarity with its broadcasting songs, news and stories.