Monday, July 18, 2005

Video Killed the Radio Star?

One of the unusual things about radio in Australia (in Melbourne, at least) is the aggressiveness with which radio advertises the benefits of, well, advertising on radio. Driving the 10-odd km stretch from Williamstown to Port Melbourne (and not having an inclination to listen to endless coverage of footie), I preferred the endless commercials on other radio channels, which gave me ample opporunity to get to hear the benefits of radio advertisements touted by Harvey Norman's Aussie boss.

It was refreshing to hear radio taking the battle to the telly, so maybe we can find hope for radio in a world where the Buggles sang:

"They took the credit for your second symphony.
Rewritten by machine and new technology,
and now I understand the problems you can see...

I met your children

What did you tell them?
Video killed the radio star.

Pictures came and broke your heart..."

- 'Video Killed the Radio Star', The Buggles

P.S. Thinking about this, I just realized how nascent FM radio advertising in India really is. Of course, this has not stopped the number of advertisements that appear during peak hours from blossoming (rather, exploding). But don't you think it interesting that most of us were exposed to cable TV's ads before FM radio, if chiefly for the reason that FM radio made its debut in India a few years *after* cable TV? Travelling abroad, I see how much FM stations are a part and parcel of everyday life. But in India, where 22 FM channels square off against 5000+ print publications and 180 TV channels, is it a small wonder then that FM radio is considered a novelty?

Maybe we should be singing, "Radio killed the video star" instead?


Blogger silau said...

I look at it this way - as long as there are cars, and drivers stuck in endless jams in cities or driving long distance, thre's always gonna be a market for radio.

8:51 AM  
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7:08 PM  

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