03.03.2011 - UNESCO Office in New Delhi

Radio Asia 2011

Radio Asia is an annual conference that the Asian Media Information and Communication Centre (AMIC) in collaboration with the Asia-Pacific Broadcasting Union (ABU) organizes for leading radio media practitioners, communication specialists, policy makers, academicians and students from across the Asia Pacific region. The UNESCO- supported Radio Asia 2011 Conference was held in New Delhi from 21- 23 February under the theme "Radio on Air Everywhere – Adopting Multiplatform Strategies" with a special focus on how to keep in tune with the changes in the medium due to globalization, convergence and technological advances.

International experts, journalists, media professionals and academics from the Asia Pacific Region shared their views on how advances of the on-going developments in radio broadcasting will become instrumental in shaping radio as a global medium of choice. Programming, marketing, regulatory policies, radio management and audience strategies were discussed throughout 11 working sessions. Possible strategies to address the global audience in a moving context where media consumers access multiple platforms for content consumption were explored during the opening day.

Building on the new multi-platform radio for global audiences, the conference explored related issues, bringing together different ideas and experiences on the following issues:

 

  • future role of radio as a global medium;
  • paradigm shift in content programming, keeping in view interactivity as well;
  • the need for a healthy mix of public and commercial radio for serving the needs of the traditional and new audiences and laying the foundation of a sustainable and viable future for radio globally
  • the impact of technical advancements on content and services in the age of convergence
  • Participants discussed the community radio, radio's positive role in conflict reporting, attracting younger listeners and radio programming and management. Speaking on Radio's role in conflict reporting, Executive Director, Antenna Foundation Nepal, Rajendra Sharma said that radio played an important role in the construction of Nepal. He also added that it helped in humanizing the rebel group and provided a common platform for informal dialogue which helped in bringing stability to the country.

    Other speakers which included Bryan Curtis, Head of English Channel, RTHK, Hong Kong and Basharat Ahmed Khan, Controller Media Centre, Indira Gandhi National Centre for the Arts (IGNCA) also stressed that conflicts could be solved through dialogue and radio could provide that platform. Other speakers discussed ways to attract younger audiences towards radio. Mark Neely, Regional Director Radio Asia\Pacific presented a study which proved that radio listenership among the younger audiences has increased especially in the Asia Pacific region.

    Dr. Kanchan K. Malik, from the Department of Communication, Sarojini Naidu School of Arts and Communication (University of Hyderabad) argued that radio’s reach expanded into places where television could not reach due to its economical and portability factors. She added that the involvement of the youth was necessary in the survival and revival of radio and urged channels to hire younger people for the right mix. With a strong emphasis on new media and new technologies, the Conference highlighted the public dimension of radio. Partnership was identified as a key requirement to tap into the opportunities of the public service broadcasting and community radio in reaching areas not targeted by traditional media.

    Source:UNESCO New Delhi
    03-03-2011




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