The Evolution of Radio

Radio should not be defined by the medium it has traditionally been delivered through.

Radio as a medium has developed over time from its traditional purpose to a modern digital form. This discussion will explore the challenges radio has faced and whether radio should be defined through its traditional delivery, or as a new means of listening to audio. In order to achieve this, it will explore the history and original role of radio and compare and contrast it to what it has to offer today.

Radio is a medium for which sound media can be transmitted through and has evolved dramatically over time, more significantly in the past decade. It can be defined as ‘sound communication by radio waves, usually through the transmission of music, news and other types of programs from single broadcast stations to multitudes of individual listeners equipped with radio receivers.’ (Skretvedt and Sterling, 2018) Its prime purpose is to convey information and sound, which works via transmitting and receiving of electromagnetic waves. For around 100 years radio broadcasts deliver real-time information to mass audiences and has the facility to reach across borders. It can be considered a treasured source of information where trustworthy news is scarce.

The British Broadcasting Company, or the BBC, had monopoly and slowly expanded by creating more stations around the UK which amplified their popularity. The first radio broadcast in the UK dates back to 1920 and by the mid 1920s, majority of the UK could listen to BBC radio programmes. During this era, they had the idea of tutoring the working class and determined what people listened to. Today, the listener is in control of the many stations they can choose from which is a big difference from traditional to modern radio. Their aim was to entertain and educate by following a typical schedule of ‘the Daily Service, the BBC Dance Orchestra, Children's Hour, and documentaries.’ (Pryde, 2012) Majority of the listeners used ‘crystal’ sets and listened through headphones. They were not allowed to make their own news and only reported on what the press wrote.

Radio has come a long way since then as nowadays there is more freedom and openness regarding what radio stations can broadcast. The Head of the BBC Newsroom, Mary Hockaday explained that ‘public service broadcasters are “shifting to a new formulation: Inform, Educate and Connect”’. (Bonini and Monclus, 2018, p.15) They initially were just trying to draw people in, but are now reaching out on social networks and other platforms which work for audiences. Additionally, so that their journalism is done in partnership with the wider world.

In 1933, frequency modulated (FM), was introduced. Traditionally, radio required listeners to have an AM/FM receiver. Listeners are no longer limited to only programming emanating from an AM or FM signal. The digital age we live in has made radio easily accessible due to the many platforms available, such as the internet and smartphones. It has been suggested that traditional radio, music streaming and podcasts are ‘morphing into one new medium called “audio” rather than “radio.”’ They are all considered forms of audios and the only difference is how they are accessed. ‘It is all one medium, growing and evolving, and reaching ever-larger groups of consumers.’ (Hendricks, 2020, p.2). Guglielmo Marconi, inventor of the first radio, patented the first radio in 1896 and by 1901 he succeeded in signalling across the Atlantic, despite the claims of science that it could not be done. He was aware of the potential for wireless telegraphy and authored some of the most significant technical advances in wireless radio communication. (Raboy, 2016, p.5). Since then, radio has continuously evolved over the years.

Throughout the Second World War, the BBC ceased all regional programmes due to concerns that the Germans might use the services to find their way around Britain and attack. In its place, one schedule was broadcasted across the country – the Home Service, which helped soldiers to feel united with the world while at war. The BBC restructured its radio services after the war by broadcasting more services which started to serve the audiences on their interests differently. (Pryde, 2012) The Light Programme, Home service and Third programme were created and perceived as the ‘cultural pyramid.’ It ensured that listeners would be exposed to a cultural variety and provided listeners with choice. (Crisell, 2002, p.68) Before this, radio was based on the idea that audiences would conform to what they wanted.

Radio is now made up of a number of elements, including radio stations which are on FM, AM or DAB. There is a lot more involved with radio as we now not only have broadcasters but also DJ’s, presenters and occasionally celebrity guests. It has been suggested that we should now treat radio as ‘medium of light entertainment, and for our more serious needs turn to outlets such as broadsheet newspapers or books.’ (Crisell, 2002, p. 292) Traditional radio offered educational services, news and a ‘posh’ service of entertainment conformed by the BBC. Today, there are more stations which offer a diverse range of music and entertainment.

The emergence of pirate radio stations in the early 1960’s caused a challenge for the BBC. Radio Caroline, the first of the many pirates, emerged in 1964 and began broadcasting from a ship off the Essex Coast. Centred in international waters, the stations were not at that time illegal as they were not broadcasting on land. ‘In its first three weeks Caroline gained 7 million listeners from a potential audience of only 20 million.’ (Crisell, 1994, p. 31) They played controversial music such as pop and rock which drew a mass audience. The BBC contrarily, wanted to keep people elevated. The pirate stations were meeting a youthful need for the radio as they played controversial music, something which the BBC neglected. As a result, the BBC launched Radio 1 in 1967, employing several former pirate DJ’s and Radio 2, 3 and 4 took over the Light Programme, the Third Programme and the Home service. (Pryde, 2012) To this day, the BBC dominate the radio industry as they seize a variety of stations, which cater for smaller audiences that focus on specific interests and news. Established under a Royal Charter, the BBC are financed through license fees, meaning a household which owns a television pays towards funding the BBC.

The development of commercial radio in 1972 posed challenges for the BBC, as commercial catered for a diverse audience and offered niche radios. Commercial radio such as Classic FM provide news and entertainment, as well as advertisements which are used to fund the service. By 1999, ‘a British radio listener was more likely to be tuned to a local commercial station than to any other single service.’ (Hendy, 2000, p. 31) A 2017 report by Ofcom shared that the BBC’s share of all radio listening was 52.5%, down by 0.9 percentage point compared to its previous year. Commercial radio grew by 0.9pp to 44.9%, driven by an increase in listening to national commercial stations. (Ofcom, 2017) This shows radio is still relevant today however it is debatable whether this is due to its sole purpose as it’s evolvement is what has kept radio relevant. It is argued that radio must innovate to survive, which it has constantly done over the years including the emergence of commercial radio. (Hendricks and Mimms, 2018, p. 7)

‘Producers of goods and services must be responsive to consumers’ desires in order to compete successfully with rival producers.’ (Hendy, 2000, p.32) The constant rivalry within the radio industry to be the best has contributed to the evolvement of radio itself. Radio has to evolve and adapt with the changing demand otherwise it will cease to exist. Technological and social advancements are two factors for why radio should not be defined through its traditional medium. Although it is similar to its original purpose, a particular radio station has now increased listeners expectations ‘by a clear promise of a certain package and style of talk or music.’ ‘The sheer magnitude of broadcast output, twenty-four hours a day for 365 days a year, creates a demand for programmes.’ (Hendy, 2000, p. 66) Modern radio allows the listener to be in control of the medium, using it for their own ends and interpreting in their own ways. In contrast to traditional radio, which was limited and would conform what people would listen to. (Hendy, 2000, p. 102)

The mass changes to radio have been in the last ten years, due to streaming and podcasting. A challenge for radio to maintain its traditional role is the growth in podcasts. Traditional radio is no longer the sole guardians of knowledge and its circulation. Today, listeners have more tools than ever before to act as makers. (Bonini and Monclus, 2015, p. 32) Essentially, anyone has the ability to create podcasts, which are becoming increasingly popular. Around 7.1 million people in the UK now listen to podcasts each week, suggesting that podcasts are on the upsurge to be one of the most popular mediums of radio. (Ofcom, 2019) Podcasts are unique and highly favoured as they can range from a variety of genres including comedy and sport. They cater for individuals’ desires and due to its digital quality, people can easily access and download them. While they are very entertaining, they can also be highly educational and a wonderful way to stay connected with the world. People of all ages are increasingly embracing podcasts, though the most explosive growth is among younger adults. (See appendix 1.) This implies traditional radio is becoming outdated as the younger generation, whom are the future, are leaning more towards podcasting. However, it can pose opportunities for traditional radio as they can ‘incorporate these new appliances easily, meeting the new demands for the listener with no extra costs for the station.’ (Gazi et al, 2011, p. 211) Radio broadcasters, including the BBC and major commercial radio groups, are adapting by repurposing some of their speech-based radio output as podcasts. (Ofcom, 2017)

Traditionally, radio brought families together as they typically would sit together and share an intimate experience. Radio still offers this intimate experience however we now listen to it wirelessly and on a more personal level. Services such as Spotify and Apple Music pose threats to traditional radio as they fulfil majority of today’s consumer needs. A subscription with Spotify entitles the consumer to ad free music, customised and personal playlists, access to podcasts and more. On the other hand, radio has many commercials and repetitive music which discourages their listeners to tune in. (See appendix 2.) Listeners want to be in control of what they consume, and Spotify caters for this. Spotify provides freedom for their consumers, whereas radio doesn’t since the station is in control. In 2020, Spotify had 144 million premium subscribers worldwide, an increase of 20 million from the previous year. (Statista, 2021) This evidently shows that streaming services are increasingly being favoured causing there to be a bigger demand. Traditional FM and AM are only available in cars or households. Streaming services are easily accessible on a number of devices including smartphones, iPods and laptops, thus making it more convenient for the listener.

After exploring the evolvement and history of radio, as well as the challenges it has faced, I have come to the conclusion that radio should not be defined by the medium it has traditionally been delivered through. The new age of digital technology and new services are changing and revolutionising how we use and consume radio. Therefore, radio’s medium should not just be recognised for its traditional AM and FM radio stations. Today, there are numerous platforms which listeners can tune in to so they can engage with the medium. Consequently, it is causing a decline in the usage of traditional radio though I trust that radio will maintain a spot within the broadcasting industry by continuing to adapt to audience’s needs.