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Why Traditional Radio Still Matters in the Digital Age.

With advancement in technology, the significance of digital transformation has been on the rise in recent decades, and radio broadcasting is no exception (Hirschmeier et al., 2019). Hitherto, there have been arguments in recent years regarding a total substitution of terrestrial radio by online radio; nevertheless, this phenomenon has never materialised. Ergo, this essay will discuss the three reasons why comprehensive digitalisation of radio broadcasting is not viable, including internet connectivity issues, increasing competition, and consumer habits.

 

To commence, the need for a constant internet connection to access online radio makes a comprehensive digitization of radio implausible (UN News, 2022; RF Wireless World, n.d.). While analogue radio enables individuals to access content without an internet connection or costs (Mulvany, 2023), internet radio precludes this option. Internet radio still requires a connection (Hodgson, n.d.), which consumers with meagre salaries may frown upon as it could be a financial burden if they stream internet radio for a lengthy period of time (Cloudradio, 2020). Moreover, notwithstanding the widespread availability of internet, there exist areas where it remains unattainable. According to the statistics provided by Statista (2022), it is portended that the level of internet user penetration in Malaysia will attain 89.57% on 2025. Thereby, it is undisputed that a segment of the populace may encounter difficulties in accessing internet radio, not to mention that some of them will have to circumvent erratic internet connections (The Sun Daily, 2022; Riismandel, 2013; Johari, 2020).

 

Furthermore, the nature of online radio is incongruous with the listening habits of radio listeners worldwide, not merely in Malaysia (Cloudradio, 2020; GfK, 2020; Dixon, 2022). In actuality, the consumption of radio in vehicles has perpetually garnered the highest number of users in comparison to other locations (GfK, 2020). Nonetheless, using internet radio may not be the most ideal alternative for individuals who desire to listen to radio while driving, as it requires certain prerequisites. To exemplify, in-car internet radio would necessitate a stable internet connection and a device that can stream internet radio (Laukkonen, 2023). However, not all head units support internet radio or Bluetooth, which would allow drivers to connect their smartphones and activate internet radio application. Therefore, terrestrial radio has remained the preferred means for listening to radio in car due to its convenience and pervasiveness (Adhouse Advertising, n.d.; Sanchez, 2017).

 

Indeed, convergence media has provided contemporary individuals innumerable choices for accessing information and music online (Leverage Edu, 2021; Karasu, 2012). Thus, in light of intensifying competition in the digital realm, online radio must grapple with content presentation challenges (Hirschmeier et al., 2019). For its reason, the radio paradigm of "broadcasting to a passive audience" has remained largely unaltered, whereas online platforms have adopted a more personalised and flexible approach (Zhang, 2021). This provides them with access to a vast selection of information and music. Subsequently, most individuals prefer streaming services. This is evident from the statistics provided by IFPI (2023), where streaming appears to be the most prevalent method of listening to music (Ferjan, 2023), and the industry is foreseen to grow consistently (Statista, n.d.).

 

In conclusion, conventional radio is not threatened with a bleak future. In contrast, traditional radio and online radio would complement one another by incorporating their respective advantages and disadvantages (Hogg, n.d.). As such, users can listen to radio regardless of their location or internet access, be it online radio or terrestrial radio.


References

Cloudradio. (2020). 9 challenges faced by internet radio stations. https://www.cloudrad. io/internent-radio-challenges

Cloudradio. (2020). Advantages and disadvantages of radio broadcasting over the internet. https://www.cloudrad.io/advantages-disadvantages-internet-radio

Dixon, G. (2022). Car radio is the choice for drivers in the U.S. and beyond. RedTech. https://www.redtech.pro/car-radio-is-the-choice-for-drivers-in-the-u-s-and-beyond/

Ferjan, M. (2023). 30+ official listening to music statistics (2023). Headphones Addict. https://headphonesaddict.com/listening-to-music-statistics/

GfK. (2020). 94% of malaysians tune in to radio weekly using multiple platforms. https://www.gfk.com/press/over-nine-in-ten-malaysians-continue-to-tune-in-to-radio-weekly-using-multiple-platforms

Hirschmeier, S., Tilly, R., & Beule, V. (2019). Digital transformation of radio broadcasting: an exploratory analysis of challenges and solutions for new digital radio services. Proceedings of the 52nd Hawaii International Conference on System Sciences. https://doi.org/10.24251/hicss.2019.602

Hodgson, S. (n.d.). The rise of listening to radio online. Radio Fidelity. https://radio fidelity.com/rise-of-listening-to-radio-online/

Hogg, L. (n.d.). Traditional radio vs. streaming audio. https://www.mediaplace partners.com/traditional-radio-vs-streaming-audio/

Johari, Z. (2020). Grouses over poor internet access. Borneo Post Online.  https://www. theborneopost.com/2020/07/19/grouses-over-poor-internet-access/

Karasu, S. (2012). The role of media convergence on digitisation of music culture. https://www.academia.edu/4161312/The_Role_of_Media_Convergence_on_Digitisation_of_Music_Culture

Laukkonen, J. (2023). How to listen to internet radio in your car. Lifewire. https://www. lifewire.com/listening-to-internet-radio-in-your-car-534501

Leverage Edu. (2021). Media convergence. https://leverageedu.com/blog/media-convergence/

Mulvany, J. (2023). 4 reasons why radio is still popular. Radio.co. https://radio.co/blog/ radio-still-popular

RF Wireless World. (n.d.). Advantages of internet radio | Disadvantages of internet radio. https://www.rfwireless-world.com/Terminology/Advantages-and-disadvantages-of-internet-radio.html

Riismandel, P. (2013). 5 persistent challenges for internet radio stations. Radio Survivor. https://www.radiosurvivor.com/2013/11/5-persistent-challenges-for-internet-radio-stations/

Sanchez, D. (2017). Radio is dead in 10 years this study proves it. https://www.digital musicnews.com/2017/08/31/radio-dead-musonomics-study/

Statista. (n.d.). Music streaming – malaysia. https://www.statista.com/outlook/dmo/digital-media/digital-music/music-streaming/malaysia

Statista. (n.d.). Share of population using the internet in malaysia from 2010 to 2020 and a forecast up to 2025. https://www.statista.com/statistics/975058/internet-penetration-rate-in-malaysia/

The Sun Daily. (2022). Internet coverage in malaysia still insufficient. https://www. thesundaily.my/home/internet-coverage-in-malaysia-still-insufficient-EK9419798

UN News. (2022). Radio: The universal medium that leaves no one behind. https://news. un.org/en/story/2022/02/1111882

Zhang, X. (2021). Challenges, opportunities and innovations faced by the broadcasting and hosting industry in the era of convergence media. Advances in Journalism and Communication, 09(03), 102–113. https://doi.org/10.4236/ajc.2021.93008

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