Why going back to radio can be great for your child

Radio, let’s admit it, had become a thing of the past. But during the lockdown, it made a stunning comeback in India, with a surprising growth in youth audience. A study commissioned by the Association of Radio Operators for India (AROI) in July 2020 revealed that time spent listening to radio increased significantly during the lockdown. Daily hours all over the country has climbed by 23%, with people spending an average of 2.36 hours tuned in daily. 

What did the AROI study reveal?  
According to the study done for AROI by AZ Research PPL, 82% people have been tuning in to radio during the lockdown, with FM channels emerging as the second most credible source of information after the internet. The study was done in Mumbai, Delhi, Bangalore, Kolkata, Pune and Hyderabad across a sample size of 3,300 people. Radio had a credibility score of 6.27, second only to the internet at 6.44 and TV at 5.74. While TV reaches 56 million and internet 57 million people, radio has climbed up to an encouraging 51 million.  

Why has radio audience increased?  
Radio has always been a low-cost form of mobile entertainment for the masses. But in the metros, it became confined to car stereos, especially in office cabs. But during the lockdown people started listening to radio at home. It came across as a credible source of information, offered ready entertainment at little cost and effort, and also helped in spreading positivity as most channels aired positive stories of COVID warriors.  

What does increased radio consumption signify for kids? 
Kids, especially teens, love listening to music on the web. It comes second only to video consumption. During the lockdown, they realised that specific radio stations and radio shows catered to their choice of music, along with the interactive fun of dial-ins. Radio is healthier as a medium than the internet or the TV, as it does not tax the eyes or hands, nor does it encourage bad posture in any way. Radio is also a source of education, especially in Tier 2 cities of India, where community radio still plays a major role in the lives of students.  

How can radio become a career?  
Getting to be a radio jockey or RJ is not just cool, but also lucrative. RJs have become influencers now, especially with the rise of FM channels. So if your kid is interested in listening to radio, encourage the habit. It might be the beginning of a career.