by: Aurell P. Arais
Davao City- Radio still has its own space despite on the existence of various communication medium including the so-called high technology gadgets nowadays.
This was the encouragement uttered by Valerie Geller, an internationally acclaimed broadcast consultant working with stations that emphasize news, talk, information and personality radio and author of various broadcast publications.
Geller was the resource person during a one day seminar dubbed as “Creating Powerful Radio” held at Marco Polo Hotel, Davao City last August 15, 2007.
The said seminar was attended by more than 30 radio personalities both from AM and FM all over Mindanao and Visayas.
During the open forum Geller said that the existence of radio industry depends on the current radio players.
“1920’s was the era of television, many projected radio will perished but eventually it has survived, 1990’s was the era of newspapers again it was projected radio will but it has survived, now on high technology age with internet, mobile phones, mp3 etc. radio will still exist since it is the most convenient medium but its life depends on you (referring to the broadcasters). If you let radio listenership to die then radio would definitely die.
Few decades ago, radio was the dominant communication tool but with television, newspapers and now with internet era its pie in listenership becomes smaller and smaller.
Listenership is the game for survival hence the more listeners the station has, the more advertisement will pour in.
Geller emphasized to achieve a powerful radio it must have the following criteria; tell the truth, never be boring and make it better.
Creating powerful radio seminar was jointly undertaken Kapisanan ng mga Brodkaster ng Pilipinas (KBP), Coca-cola Phils. and Philippine Airlines.