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Radio still relevant despite emergence of new media

Posted on October 21, 2011, Friday

KOTA SAMARAHAN: Radio continues to be an important form of communication to the masses even with the emergence of new media.

“Broadcast, especially radio is the best form of communication as there is a form of control over its content, unlike medium such as the Internet.

“It has an element of responsibility, which brings benefits to the listeners,” said Universiti Malaysia Sarawak (Unimas) vice-chancellor Prof Datuk Dr Khairuddin Abdul Hamid at the Planet Radio 2011 event here yesterday.

He said there must not be too much dependency on new media such as the Internet or mobile phone as information might not be credible or accurate.

Meanwhile, Commercial Radio Malaysia (CRM) president Datuk Borhanuddin Osman said  radio continued to thrive because it successfully adopted the game-change philosophy.

“Radio does not fight with the new media but instead evolve and work with them,” he said.

CRM hosted the event for the first time in Kuching. The annual event is aimed at students who are interested to pursue a career in the radio broadcasting industry.

“This is an opportunity for students to learn more about the industry and what goes on behind the box.

“To work with radio, you don’t necessarily have to be students from broadcast or mass communication, as long as you have the passion and interest for the job,” he said.

Borhanuddin recalled the times when only voice talents were associated with a career in radio.

“Today, it covers a lot more ground across various disciplines such as legal, sales and marketing, copywriting, finance, programming, IT and administration. Radio is a robust industry that has evolved from entertainment to news, talk, information, education and community service,” he said.

Planet Radio 2011 had 4 panel sessions with radio industry players, including radio announcers and managers.

There were also opportunities for students from participating universities and colleges to produce their own radio public service announcements and take part in a production workshop.

CRM, established in 1998, is the representative body of Malaysian commercial radio operators.

Current membership includes Era FM, My FM, Hitz FM, Lite FM, Mix FM, Sinar FM, THR FM, Xfresh FM, 988 FM, Red 104.9FM, Suria FM, Best 104, Cats FM, Hot FM, Fly FM, Ikim FM, One FM, Capital Radio and BFM.

Also present at the Planet Radio 2011 event was Balai Ringin assemblyman Snowdan Lawan.

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