The world celebrates radio’s long enduring relevance amidst competing interests in digital age
The University of Limpopo’s (UL) media studies programme has collaborated with various stakeholders to host the annual World Radio Day celebration, which highlighted the enduring importance of radio in people’s lives amidst multiple of competing media platforms of the digital age.
As the expert panel delved into the global theme, “Radio’s remarkable past, relevant present, and promise of a dynamic future”, representatives from Radio Turf, Energy FM, SABC Limpopo, Perfect Radio, and Capricorn FM, alongside academics, deliberated on its enduring significance over its century-long existence.
Despite the plethora of options available, attendees reaffirmed their preference to radio for various reasons. For many, radio remains a steadfast companion during drive time slots, solitary moments, or as a convenient backdrop when multitasking, offering a blend of information and entertainment.
Prof Solomon Bopape, Head of Department of Communication, Media and Information Studies at UL, under which media studies programme falls, underscored radio’s profound impact on shaping behaviours and perspectives. Prof Bopape highlighted its role in providing essential information and fostering solutions for communities.
“With a vision to educate and serve the populace of Limpopo and beyond, the department emphasises collaboration with stakeholders to produce graduates aligned with industry needs,” Professor Bopape added.
Victoria Polikarpova, a seasoned broadcaster from Russia, delivered a keynote address focusing on radio’s adaptation in the digital era. She noted the enhancement of radio’s accessibility through new media features like digital streaming and podcasts. However, she also expressed concerns about Artificial Intelligence’s (AI) potential threat to traditional radio broadcasting. “AI’s ability to generate audio content, a potential threat posed to traditional radio broadcasting, could undermine the future of radio,” she cautioned, while acknowledging AI’s positive role in facilitating functions like generating subtitles and translations for news content.
Nghamula Chauke, a producer and presenter at Limpopo’s commercial radio, Capricorn FM, recognised radio’s impact on shaping worldviews. “Radio will persist in its competition with other mediums, as its immediacy remains unparalleled,” Chauke affirmed, highlighting radio’s enduring relevance in the media landscape.
Dr Wonder Juniper, Senior Lecturer in the Department of Communication, Media and Information Studies at UL, emphasised the enduring significance of World Radio Day, urging reflection on radio’s historical and contemporary influence. “Radio plays a crucial role as a catalyst for change, uniting communities and amplifying voices across the globe. Therefore, it is essential to embrace this day,” Dr Juniper remarked.
A panel of experts from community radios, public broadcasters, and commercial radio stations concurred on the importance of radio, highlighting its resilience and adaptability in the face of technological advancements.
Programmes Manager for Phalaphala FM, Sharon Ravele, emphasised the importance of maintaining radio stations’ unique identities and adhering to licencing conditions to retain listenership amidst evolving media landscapes. “It is the responsibility of programme managers at radio stations to ensure adherence to established identity and language parameters,” Ravele stated.
Professor Mphoto Mogoboya, Director of the School of Languages and Communication Studies at UL, reaffirmed radio’s enduring power as a communication medium, stressing its ongoing relevance amidst the digital deluge. Professor Mogoboya urged practitioners not to underestimate their significance, citing radio’s unmatched ability to deliver breaking news promptly.
The World Radio Day event was attended by media studies students who appreciated meeting some of their radio idols in person. The students further reiterated radio’s significant role in informing, entertaining, and educating audiences.
By Johannes Selepe