Has Online Radio Caused a Downfall of Traditional Radio Stations?

The listenership of traditional radio stations, or terrestrial radio, still continues to remain strong. However, the radio industry is changing, there is no denying that. Not to mention, the requirement of young audience is responsible this change. The youth today utilize technology for everything, including entertainment and communication.

With such ever changing demands and requirements, the nature of radio is definitely changing. The advent of things like online radio, podcasting, streaming services, etc. is a prove of this change. Now, the question remains: Will online radio cause a downfall of terrestrial radio?

Radio industry is a big industry with a huge revenue and traditional radio still being a source of that revenue. Internet and satellite radio are a part of that revenue as well.

Advantage of online radio over

Contradictory to traditional radio, paid subscriptions are used by satellite radio. The user gets more freedom over content and a wider listening range in return of this subscription fee. Terrestrial radio, on the other hand, covers only a limited area. This gives online radio an advantage over traditional radio stations, as they can listen anytime and anywhere they want.

Internet has definitely changed the way listeners access audio. Now, with the help of a tablet, a mobile device or a laptop, streaming live broadcasts is possible. Accessing online radio means you have access to a library of music that is seemingly limitless. Users can even listen to programs and songs in any order they wish to.

Does traditional radio still hold strong?

The revolution that online radio brings doesn’t necessarily mean downfall of traditional radio stations.

  • There is also an evolvement with traditional radio and it supports new technology
  • Traditional radio can serve as an influential tool for online radio
  • Both forms can be present coincidentally

 

Radio Broadcasting - radar dish

How Does a Radio Station Function?

You may consider radio to be an outdated form of entertainment, but it was certainly the best once. This was obviously before the Internet came along. Initially developed in the late 19th century, radio was at the peak of its popularity many decades later.

Broadcasting from radio station might not be as popular as it was before. However, understanding how all of it works still forms the main idea of wireless communication.

Broadcasting

Radio Broadcasting - radar dish

Radio towers are critical for radio station broadcasting. These towers send signals within a certain reach. Each of these signals has a specific frequency. In many cases, the signal transmissions take place over several miles.

Another receiver or a stereo receives the frequency and then converts the signal into sound. On the dial, there is a set frequency for each station. This frequency indicates the frequency of signal the station transmits at. If you tune into a radio station with 97.9 frequencies, your radio receiver interprets the signal at that specific frequency.

Advertising and radio stations

Nowadays, most of the radio stations work within a corporate structure. Big companies own many of these stations. The companies not only oversee the programming but also control the advertising accounts. A company might wish to have their advertisement run on a specific radio station. For that, they need to get in touch with the company that owns the radio station.

Some companies own multiple radio stations in the major markets. So, if one such company decides to advertise over the stations they own, the particular advertisement would reach a wide variety of audience

Syndicated shows

Radio station shows

Syndication is another aspect of radio station broadcasting. The typical RJs do not manage the some of these stations, not all the time anyway. A lot of the stations run syndicated radio shows recorded in a studio in some other place.