Radio Convergence, Audience Participation and The Fight Against HIV

I wrote this article a few months back and thought it would be nice to share these thoughts...

A few years back we thought that video would kill the radio star … and then mobile phones, internet, social media and all other digital platforms. For those who have embraced the trend of convergence, all these have done the exact opposite. As a matter of fact, some say that Technological change and convergence has been a huge complement and probably one of the best things that have happened to radio.

The disruption brought on by technology has been considered the biggest challenge in radio worldwide…but is it?

One of the reasons Radio is still thriving despite the coming wave of technological disruption is because the people trust the radio…and radio is still the cheapest medium with which to get information, entertainment and to generally, stay engaged.

The Straight jacked radio methods engaged with only the audience who owned/had access to radio receivers and were more of an ‘almighty’ and ‘infallible’ source of information. As human beings evolved, the need to participate and be part of something… even a radio program….became evident and necessary, and so there had to be a modification.

And that is where embracing the trend of convergence in radio comes in... Convergence is the new buzzword in the media.


Let us take a case study of the station, Beat FM, Lagos.

They are present on all the popular social media networks in Nigeria (Facebook, Twitter, Instagram and Google Plus). They have an engaging online platform that gives access to pictures, videos, podcasts, news, competitions and charts. They also stream live online on their website. They have gone further to create a mobile application that makes the station accessible to ardent listeners on the go, who may not have the luxury of owning a mobile broadcast receiver. They put the icing on the cake by creating several on air shows that encourage and sometimes, require online participation.

What they have done is carter to the teaming on air audience, give them an immediate and open feedback mechanism, involve the online audience and broaden the scope of their reach. They have used various platforms to complement their offering and, in so doing, enhanced their listeners’ radio experience and pretty much made the experience a lifestyle to be lived on air, online and on the go.

Imagine a radio show that narrates the importance of artifacts and prehistoric items of value to the Nigerian people and the presenter tells you of an online platform where you can go to see these artifacts, learn more about them, carry out activities around them and perhaps win a miniature version of your favorite one. Also, imagine if this radio show is recorded and made available as podcasts for those who may have missed the broadcast time. What all these element come together to achieve is an improved radio experience and larger audience participation.

That brings us squarely to audience participation in Nigeria.

In recent times, it has become evident that the Nigerian youths can be easily accessed and engaged on social media platforms…facebook, twitter and instagram being the most popular. On Nigerian social media space, in recent times, people share opinion and express thoughts on several things, even things they know nothing about; they react to information – half baked, false or authentic – and spread the word faster than the spread of wildfire.

The internet has become the new ‘go-to-guy’ for information and entertainment and it offers something more…an unbridled platform to air your views in real time, without any censoring or even a need for courtesy if you don’t want it. The most popular radio stations in Nigeria now are those with active and engaging social media platforms…in the south east, one of the reasons Dream FM Enugu is widely recognized is its social media component. The idea that a listener can be an active part/ have an opinion on a radio show even though he/she is not tuned in via a radio transmitting device, in itself, is appealing.

Here is a question for you: 

"If your favorite presenter had an interview with a medical expert on prostrate cancer and offered you the chance to send in your own specific questions for the guest, prior to the interview, would you take up the offer? "

Convergence in Nigerian offers the radio stations more diverse platforms to engage a wider audience demographic and the audience more diverse platforms with which to participate.

So then, what is the trend of Convergence in Nigerian Radio?
The answer is simple: Multi-Skillset of personalities and the internet and social media
Let us cast our minds to think of the most popular Radio Personalities in Nigeria…who are they? what do they have in common?
- A large social media following
- A platform that shows a skillset different from radio presenting, mostly TV presenting or live show hosting/moderating
- A radio show that engages on platforms different from radio

Let us consider the most vibrant and audience responsive and participatory radio stations in Nigeria…which ones are they? What do they have in common?
- An online platform – website.
- A social media following
- Radio shows that engage on several platforms
- Personalities that embody the theories of convergence

How can more stations key into this and become more accessible to their audiences?

Audiences are responding on technology platforms without radio being there. As has been resonated throughout this presentation, Radio Convergence is key to being more accessible to the audience. Creating engaging online platforms – website, facebook, twitter, instagram, google+ - are primary. Taking it a notch higher, radio stations can invest in app development, becoming more accessible to all mobile device users through a mobile application. The apps do not even have to be strictly for listening to the station on the go…the app can be an alarm clock to wake users up to the station or an instant feedback platform where users can engage in surveys/opinion polls created by the radio station which can then be used as measurable data and statistics on radio broadcast shows. 

Radio Stations in Nigeria can get into spaces that a different from the broadcast air space and work a mix of traditional and non-traditional media that create enormous spark and response.


Can this method be used to advance the communication on health matters and advance the fight against HIV, Cancer and other health challenges?
Certainly.
In simple semantics, the more engaged the audience, the more likely it is for a radio station to sell and promote an ideal to a wider audience base and ultimately, achieve the desired attitudinal change.

Finally, Radio Convergence is the future of radio in Nigeria. Remember a time when the radio stars where just voices…faceless voices that could make or break a generation. Now, these voices have personality, have a face and most of all, have a following.
Contrary to the thought that video and the internet will make the radio extinct, with the concept of Radio Convergence, they may well be going into business together to improve what they have to offer.

Written by Nneji Tobechi. All pictures were taken from the web via Google.