Heard, and Now Seen
Until recently, the radio business was an “invisible”
business. Radio disc jockeys and talk-show hosts were faceless
figures. Listeners hear their familiar voices but never get
to see how they look. But as our cover story explains, radio
hosts have become the “ambassadors” of their radio
stations, representing their station in parties, product launches,
and other business or social events. Chico and Delamar are
the most popular personalities of FM radio who have successfully
given their radio program a personality of its own. Other
equally well-known personalities who anchor radio programs,
like Korina Sanchez, Karen Davila, Mike Enriquez, and Arnold
Clavio, have since invaded television programs. It helps that
media networks have expanded to cover both television and
radio to facilitate this trend.
As our writer, Ton Reyes, discovers in her research
of the radio industry and her interviews with radio station
owners, radio remains an inexpensive but underutilized medium
for getting messages across to the public. Corporate advertisers
still prefer to go to television despite the big cost difference
between producing and airing ads on radio and television.
Target markets could very well be going about their daily
routine (like driving or riding to work, doing household chores)
and still listen to radio. They, obviously, have to stop what
they are doing to watch TV—a reality that gives radio
an added advantage.
But apart from these conventional communication
media, some businessmen are turning to more innovative means
to get their message across. Take Warner Manning of HSBC.
His message is in his means of delivering the message. He
applies his personal objectives—like losing weight or
getting in shape—to raise funds for charity projects
like Children’s Hour. Read our story in the Corporate
Citizenship section to know how he does this effective way
of communication.
Still in the area of communication, people will
be pleased to know that more exciting things are in store
in the very near future. Our Technology feature is about the
next phase of the wireless revolution in the Philippines.
3G mobile technology will soon enable people physically separated
by distance to not only hear each other but see each other,
too.
As we say, it is better to be heard, and seen
as well.
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