Flavio Lara Resende also spoke about the reinvention of the medium through the advancement of technology
According to the Anatel (National Telecommunications Agency) census, 10,654 radio stations are licensed in Brazil. Of this universe, 4,331 are FM and 954 are AM. Abert (Brazilian Association of Radio and Television Broadcasters) has, as explained by the entity’s president, Flavio Lara Resende, 2,953 broadcasters with active membership registration.
In this interview, the executive talks about the advancement of digital channels, the extended range from AM to FM and how technology is helping the medium reinvent itself, even with competition from other channels that seek to buy the consumer’s time. Among his contributions, he highlights the presence of the FM chip in cell phones.
Challenges
Ending the regulatory asymmetry between communication vehicles, including radio and digital platforms, is perhaps the biggest challenge today.
The lack of regulation in the sphere of advertising and digital communication brings incalculable losses to the broadcasting sector. Those who compete in the communications market must do so freely, but also responsibly, submitting to the same rules, and this includes the application of the law for everyone, including digital platforms. Technology companies and digital platforms are welcome in the Brazilian communication environment, but we must move forward in creating more competitive, egalitarian and responsive regulation, which generates an environment with greater freedom of action for media outlets. Unequal and discriminatory treatment has a strong negative impact on the media sector, putting its sustainability, employment levels and intellectual creation at risk.
Growth
Despite the rise of streaming and competition with other media, radio continues to show its strength globally, expanding audience and popularity. According to the Inside Radio 2022 survey, launched by Kantar Ibope Media and carried out in 13 Brazilian metropolitan regions, the vehicle is listened to by 83% of the population, which represents an increase of 3% compared to 2021. On average, each listener spends 3h58 with the radio per day. The data shows that 80% listen on a regular radio, 26% on a cell phone, 4% on other equipment and 3% on a computer. Measuring credibility is another highlight: 56% of respondents say they trust the vehicle to stay informed. In relation to advertisers and public acceptance, the numbers also draw attention: 82% of listeners remember having heard advertisements on the radio and almost 40% have already converted the advertisement they heard into purchases or searches.
Mtrica
Recent research by Cenp-Meios indicates that advertising investments in media grew by 7.7% in the first quarter of 2023, compared to the same period of the previous year. According to the survey, investments in media purchases in Brazil reached a volume of R$3.7 billion in the first three months of 2023. In relation to the media’s participation in the advertising pie, radio appears with 3.9% (R$145 million), an increase of 0.03% compared to 2022.
Range
The data indicates that agencies and advertisers believe in the product offered by the radio and, if they invest, because there is reach and a consumer audience.
Audincia
From the traditional radio device to the entire national car fleet or via the internet. The way listeners consume may have changed, but the radio is always present and continues to be consumed by the most varied age groups. The radio does not depend on the internet or electricity. The information transmitted through the medium has no time or place to happen. As an example, we have natural disasters and catastrophes that affect a certain population or country. The radio is always on the air, providing important information and providing services to the listener. If some relevant event happens in the early hours of the morning, for example, the information arrives at that exact moment. Radio, just turn it on. Research by Kantar Ibope Media, released in August 2022, shows that the radio is listened to by 83% of the population in the 13 metropolitan regions surveyed. According to the study, each listener spends an average of 3h58 listening to the radio per day.
Web
The internet is another technology that supports the medium and, through streaming, listeners have access to programming from their favorite radio station whenever they want and wherever they are. But the radio is independent of the internet. The information arrives through the air.
Paradigm
With the advent of the internet and cell phones, the latter with greater intensity, the radio became more accessible to the individual than to the family, as many models of cell phone devices, around 78% of which have an integrated radio receiver.
Legal
In 2021, Anatel published an act that obliges all cell phone manufacturers to enable FM radio reception functions on devices sold in the Brazilian market. On the other hand, in addition, the internet also brought radio via the web to the individual, called simulcasting, a reality that is increasingly consolidated, that is, the same programming transmitted by the radio broadcaster is also made available on the internet. The survey carried out by Kantar reveals that, among listeners, 29% consider that the possibility of listening to radio online has changed the way they consume the medium. The study shows that the average daily time dedicated is 2h45 among web radio listeners.
Instantaneity
It is an inherent and important characteristic of radio, which strengthens the medium, especially because there are moments that require speed combined with reliable, certified information.
Change it
The radio shows its strength as a mass communication vehicle that evolves and follows new trends and technologies. Today, the radio is not only in traditional devices or in the fleet of cars, but also on the most varied platforms, carrying out its mission of bringing free information, services and entertainment to the population, efficiently and quickly. The radio continues to be present at all times and technology is a great ally in the transformation that has taken place and continues to take place over the decades.
Contribution
Among Abert’s missions is defense and support for the broadcasting sector. Strategically and through our directors, Abert operates and monitors regulatory issues, identifies the opportunities offered by technological advances so that both radio and TV achieve more efficient and innovative models, strengthening the medium and providing high-quality content and services. quality and relevance.
