In celebration of the anniversary of radio in Brazil, propmark recalls the contribution made by the media to the advertising market
The history of radio in Brazil is intertwined with the history of communication in the country. This special edition, which celebrates National Radio Day on September 25, recalls the longevity and evolution of the medium that has always contributed to the growth of the advertising market and the cultural scene.
Officially, it began in 1922, with the first broadcast made during the celebrations of the centenary of Independence. President Epitácio Pessoa gave a speech that was broadcast experimentally to the city of Rio de Janeiro.
However, it was only in 1923, with the founding of Rádio Sociedade do Rio de Janeiro by Roquette-Pinto, that Brazilian radio began to take shape as a mass communication vehicle. In the 1930s, it began to consolidate itself as one of the main forms of entertainment and information for citizens.
During this period, radio stations emerged and radio became popular as the “daily companion” of Brazilians, bringing not only news and music, but also talk shows, soap operas and sports broadcasts. The beginning of the popularization of radio was marked by its ability to unite people from different social classes and regions.
From the 1940s onwards, the medium began to play an essential role in the construction of a national identity, with the dissemination of Brazilian popular music and the broadcasting of sporting events. The 1950 World Cup, held for the first time in Brazil, made history.
Over the decades, radio has had to adapt to new technological and behavioral realities. The arrival of television in the 1950s brought challenges. Many broadcasters moved their main programs to TV, especially visual entertainment programs such as soap operas and live entertainment. Instead of succumbing to the new media, radio demonstrated its power of reinvention, becoming a medium more focused on journalism, music and live broadcasts of sporting events.
In search of evolution and solutions capable of delivering the best for listeners, between the 1970s and 1980s, FM radio gained strength in Brazil, attracting a younger audience. During this period, the AM band, with more traditional characteristics, remained strong in journalism and live information.
This dual scenario between AM and FM lasted until the arrival of the internet in the late 1990s, when radio was once again forced to adapt. At 102 years old, and after so many innovations, it is more than just a device. It continues to be a traditional and familiar medium for many Brazilians, especially in the interior of the country.
Read the full article in the edition of propmark of September 23, 2024
