This Radio Day takes place after a year of pandemic, which, once again, tested tenacity and a unique vocation for adaptation. Suddenly, no traffic, which is the radio’s natural habitat. And what happened? The radios turned to the internet, to applications, to Smart TVs, to social networks, and touched the listener’s shoulder in other ways, so that he would not forget.
The “market”, as always, took longer than the consumer, to realize that yes, the radio was still alive, relevant in the lives of listeners, present in difficult times. In fact, this is a historic brand of the radio. In times of uncertainty, crisis, wars even, radio on the air, always.
In this collective battle of the world against a virus, the ability of the radio’s voices and music to reach the heart of the listener, to be warmth, company, complicity, refuge, has been amply proven. From local radio stations, these key neighborhood stations, even the largest ones, in the coverage range, the radio said.
On this World Radio Day, all the magic and unique virtue of this medium is renewed, but again, uncertainty. Advertisers withdraw, but the listeners are there. They understand that it was, and it is, necessary to look again for new ways of doing radio: from transmissions from the animators’ houses, to mirror teams, to transmissions on social networks, to collective program teams arranged in their own studio. We, for our part, have further improved our digital radios, improved the website, the apps, the reliability of our streamings, the podcast offer, the consistency and effectiveness of notifications, the focus of our newsroom on producing news for the news and for our networks, the diversity and richness of content.
We did not stop with our interview program, our animators tried even more to meet the demand of these months, we always sought a balance between the obligation not to pretend that life was normal, because it did not, but At the same time, never neglect the task of entertainment.
Did the radio learn from these months? Sure. It is an elastic, moldable, non-conforming, even provocative medium. Wink, take a deep breath and make your way.
The way in which the Front Line made and makes the radio show the testimony of its importance is overwhelming and moving. Doctors, firefighters, nurses, health technicians, security forces, porters, truck drivers, grocery workers, supermarkets and hypermarkets, pharmacists, the army of take-away food delivery workers, employees and home users, garbage collection workers … the list is huge, of the heroes of these months, who, often exhausted, entering or leaving giant shifts of extremely hard work, find solace, strength and encouragement in a song they gave on the radio, in a word that was heard to someone, in any broadcast time, in a message from another listener, which generated empathy.
Family members isolated from each other, heard the same music and agreed to turn on the radio at the same time. Doctors in rented rooms, to protect families, turned on the radio on their cell phones and stayed there, clinging to that thread of normality and constancy. And they managed to smile a lot, anyway. In intensive care units, there were those who asked us what music was playing when a patient who had been really ill ended up being discharged.
In the toughest moments, when family members could not say goodbye to theirs, they went to the radio and found some comfort there. Emigrants who saw, throughout this year, the longing to tighten even more, were moved by the memory of their old radio, which spoke of them and for them too. We are all in this together. Whenever politicians, scientists and technicians met to make tough and difficult decisions, they came and went from meetings with the radio on.
Think of a medium that has always been there, with everyone. The radio. Like always.
There is no way for listeners to feel their radio station as their own, as much a part of what they are like their own families, the place where they were born or live, their best friends.
On this World Radio Day, let’s celebrate this outdated event together. From niche to national radio stations. Daily resilience share? 100%.
At home, in the car, everywhere.
* By Pedro Ribeiro, director of Rádio Comercial
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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