At the World Audio Visual and Entertainment Summit (WAVES 2025) in Mumbai, a dynamic panel discussion titled “Radio Reimagined: Thriving in the Digital Age” brought together global experts to explore the evolving landscape of radio broadcasting. Moderated by Nisha Narayanan, Director & COO of Red FM, the session featured insights from industry pioneers, including Jacqueline Bierhorst, Ruxandra Obreja (Chairman, Digital Radio Mondiale), Alexander Zink (Vice Group Leader, DRM), Shashi Shekhar Vempati (ex-CEO, Prasar Bharati), and Ted Laverty, a noted broadcast technology expert.
Digital Radio: The Future with Analog Coexistence
The panelists agreed that digital radio is poised to dominate the future, offering superior sound quality, reliable transmission, and multimedia integration. Jacqueline Bierhorst highlighted the cost-saving benefits of transitioning to digital, but emphasized the need for analog radio to coexist, especially in areas with limited digital infrastructure and during emergencies like floods or terrorist attacks. Ruxandra Obreja underscored analog’s reach to 600,000 villages in India, stating, “The challenge is to introduce new technologies without disrupting the old ones.”
“Digital radio is the medium of the future, but analog remains critical for reaching vast populations, especially in emergencies.” — Ruxandra Obreja
The New 5Cs of Radio Communication
Jacqueline Bierhorst introduced a modern framework for radio’s success, redefining the classical 5Cs (Conciseness, Clarity, Confidence, Control, Capability) as:
- Coverage: Ensuring radio networks reach target audiences effectively.
- Content: Prioritizing diverse, high-quality content to engage listeners.
- Consumer Devices: Promoting affordable, accessible radio devices.
- Car: Integrating radio into automotive systems for broader reach.
- Communication: Enhancing listener engagement through interactive platforms.
Measuring Listenership and Content Diversity
Ted Laverty emphasized the importance of measuring listenership to drive sector growth, citing European apps like Radioplayer and Radio FM that track usage without compromising privacy. He suggested India adopt similar tools, such as sample surveys and listening diaries, to identify listenership hotspots. Nisha Narayanan raised concerns about high license fees for private FM stations, which often limit content to popular music. The panel agreed that content diversity is crucial, with Jacqueline Bierhorst citing the success of Absolute Radio in the UK, which thrived through educational and promotional initiatives.
Alexander Zink noted that digital radio’s ability to include visuals and text alongside audio expands its appeal, while Ted Laverty stressed the need for an ecosystem supporting low-cost devices and platforms like Android to boost listenership.
Climate Change and Digital Radio
Ruxandra Obreja highlighted digital radio’s energy efficiency through advanced modulation techniques and single-frequency networks. However, she cautioned against fully phasing out FM, as seen in some European countries, noting it’s not a universal solution. She urged policymakers to assess the needs of commercial radio stations to balance digital and analog infrastructure, especially in India’s vast market.
Strengthening India’s Radio Ecosystem
Shashi Shekhar Vempati described radio as the “original public good,” reaching nearly 90 crore people through Prasar Bharati. He called for coordinated public policies, such as mandating radio in certain devices, to sustain its relevance. With India’s billions of mobile phone users, Ruxandra Obreja labeled the country a “golden goose” for digital radio, advocating for a digital radio consortium to drive innovation. Ted Laverty proposed leveraging schemes like Make in India to incentivize radio device manufacturing, aligning with climate change goals by preserving traditional devices alongside AI-powered ones.
The panel recommended that commercial stations in major cities share Common Transmission Infrastructure to foster collaboration and reduce costs, enhancing the sector’s sustainability.
Looking Ahead
The discussion at WAVES 2025 reaffirmed radio’s enduring relevance in India and globally, with digital radio paving the way for innovation while analog remains vital for inclusivity. By prioritizing content diversity, leveraging technology, and fostering public-private collaboration, India can strengthen its radio ecosystem, aligning with its vision of a “Viksit Bharat.” The insights from this panel will guide policymakers and industry leaders in shaping a future-ready radio broadcasting landscape.
For more updates on WAVES 2025 and India’s media innovations, stay tuned to GKboard.in.