OBUCHUNJU: World Radio Day: Let’s preserve radio’s charm

Most of us have childhood memories of listening to the radio from a legendary football commentator like Jack Oyoo Sylvester to other greats who made the experience unforgettable.

Let me tell you about Jack Oyoo. One time, while listening to him commentate a match, I was inspired to pursue journalism. He had a way of making football on the radio sound as exciting as watching it on TV. I often wonder why FIFA never recognised his talent. Does football commentary have to be limited to English? Well, Peter Drury has an answer to that.

If you were to ask experienced journalists about their beginnings, they would likely tell stories of starting their careers in local radio stations. Radio is a unique medium of communication.

Just picture someone sitting alone behind a microphone, talking to an imaginary audience. After a few minutes, they start taking calls and reading messages, ending the conversation with "Dear listener, see you tomorrow." It's almost like a miracle. This ability to captivate an audience through descriptive communication is genuinely remarkable. However, I fear that many aspiring journalists joining the industry today may miss out on developing this particular skill if they are not properly mentored.

Despite claims that there is a decline in radio listenership, I urge you to disregard those words as mere noise. They are nothing more than harmless barking in the distance. In a 2022 survey conducted by the Media Council of Kenya, radio and television were ranked as the primary media platforms, reaffirming their enduring relevance and influence.

While technology, the internet and mobile devices have impacted radio consumption and advertising revenue, a noteworthy shift is happening. According to a 2022 Harvard Business Review, consumers who spend most of their time online are becoming immune to traditional digital advertising and engagement. They find digital ads intrusive and frustrating, hindering their reading, video-watching and browsing experiences.

This shift presents an opportunity for the radio industry. With its ability to charm audiences through descriptive storytelling, radio can provide a break from the overwhelming digital clutter. In rural and marginalised communities where internet access may be limited, the medium remains a vital source of information, promoting civic engagement and bridging societal gaps.

It's worth noting that radio has embraced the digital landscape, utilising online streaming, podcasting and interactive platforms to expand its reach and relevance. Radio stations now have the power to engage with global audiences, transcending geographical boundaries and fostering a sense of interconnectedness.

To ensure the longevity of this medium, experienced radio journalists must take on the role of mentors. They possess a wealth of knowledge and skills that can be passed down to the next generation, guiding them to embrace the art of descriptive communication and harness radio's enduring appeal.

As we celebrate World Radio Day, let's acknowledge the invaluable contributions of radio journalists who have shaped the industry with their talents. Let's also recognise the evolving landscape and seize the opportunity to adapt, innovate and mentor the upcoming generation of journalists, ensuring that the power of radio endures for generations to come.

The future of radio lies not in its demise, but in the hands of those who recognise its timeless magic and embrace its transformative potential.

Happy World Radio Day.

The writer is a Nairobi-based journalist