RADIO SA 17 approach brands and advertisers. To remain on schedule, astute operators have allowed a change in their standard on-air procedures, using traditional advertising airtime, talk-time and presenter influence to promote brands and experiences in a more effective manner. This holistic approach not only satisfies the commercial viability of radio, but also allows the medium to explore new value propositions when considering campaigns. Changes in technology, consumption and listening habits have seen interesting shifts in the online space. The birth of online exclusive agencies, niched programming and serious momentum in podcasting, are creating a solidified future for audio consumption. The traditional commercial sector has been quick to experiment with ondemand audio, whereas the focus should be on properly researched, well written and well produced audio. A golden opportunity lies within South Africa’s language landscape, where very little is currently being done, except in English. It’s an obvious gap in the market. The ability to access mother tongue users and tap into funding will be key for audio pioneers. Recording and publishing technology are no longer barriers to creativity. It’s time for the digital generation to stand up and put both hands up! Did we see an overwhelming introduction of new talent in 2018? No. Could we try harder in 2019 to mentor, nurture and guide creatives who see and produce sound? Yes. Part of any training mantra must be teaching presenters to speak, be informed, be knowledgeable, be humble and most importantly, be quiet when required. There is no doubt that talented talkers will find employment. In future, more audio will be consumed via FM, online, on-demand, WhatsApp and live platforms. We need people to conceptualise, create and capture these audio moments. In order to remain relevant, radio must deliver a new generation of talent to audiences desperate for entertainment. Remember that when the chips are down elsewhere, gold remains a solid and malleable investment. Crafted as jewellery, coins or bars, it’s worth every ounce! Radio doesn’t always have to glitter, but it is gold.
Yearbook Jan 2019
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