Podcasts as a reference
With this growing trend, many Internet radio stations are broadcasting conventionally in their countries of origin and running a simultaneous online broadcast so that people elsewhere in the world can tune in (Argentina’s FM Tango, for instance).
In addition, international tier 1 news channels have their own podcast channels such as BBC and CNN.
The Telegraph has also launched a new weekly audio guide to the best podcasts and digital radio stations, hosted by award-winning radio critic Gillian Reynolds and podcast expert Pete Naughton.
The benefits mentioned earlier notwithstanding, we cannot say that podcasts are replacing radio, as the latter is live and cannot be edited. Podcasts, on the other hand are pre-recorded. Radio may enjoy a wider reach, podcasts have their own niche audience and are more convenient to access on-demand.
Most importantly, Radio has to be scheduled due to the audience needs, as for podcasts listeners can download and listen to the episodes anytime they want.
Wajd Breek is Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me