Did you know that the radio was invented before TV? It goes all the way back to 1901, when physicist Gugliemo Marconi successfully sent wireless signals across the Atlantic Ocean.

The first recognisable image was successfully transmitted in 1925 by Scotish inventor John Logie Baird. Pretty cool, hey? You can imagine how excited people were to see pictures on their screens. They were probably just as excited as they were when the first television actually came out (millennials, you remember the stories from your parents, right?).

That’s just it … people love visualisations — and they love radio too! Now just imagine what happens when you combine these two mediums!

Enough with the history, let’s get into the real stuff.

Here’s what happens when TV meets radio:

1. There is improved content for both audiences

Radio content is already broadcast in colour (well, sort of); presenters are there to be colourful and descriptive since there aren't images to support the radio content. However, sometimes, words can only do so much.

That is why the addition of TV to the broadcast strategy can add great value to its content. Watching a radio show on TV sees all the ends meet; audio and visuals come together, bringing more to enjoy for the viewers.

When you broadcast radio shows on television, you’re offering audiences another option to enjoy content. For example, if some of your listeners enjoy your content, but aren’t really all that into radio, offering a TV channel for them would definitely increase your audience base because it adds the visual element into the mix.

Additionally, televising radio shows will educate audiences as to how radio works, how the producer got to the end result of what they hear and generate a higher interest in the industries. This will lead to more growth and expansion as they increase in reach and meet new expectations from both audiences — who knows where these two mediums may land up?

2. More traffic gets sent to radio stations’ digital platforms

A radio station with something extra to offer has higher chances of acquiring listeners and viewers. Why? Because audiences nowadays have so many options to choose from including online streaming, FM frequency, app radio and TV. Having that extra element attracts that extra market; and it’s as they say: the more the merrier.

People with busy lifestyles often miss their favourite shows. But, knowing they have the option to stream either a podcast or video cast is a great convenience, as they can engage with the content at any time that they choose. This makes it more convenient and suited to their lifestyle. It also means that they’ll be more likely to continue interacting, viewing or listening to what you have to offer.

Additionally, social media platforms such as Facebook, Twitter and Instagram allow you to reshare some bits and pieces of the most interesting parts of your show or topics of discussion. You can also add links to the TV channels, which can divert the viewers’ attention to the full broadcast. This will ultimately increase traffic to your social media platforms and the website (or TV channel).

Think about it: With the rise of streaming services such Netflix, Showmax and VIU, you definitely don’t want to fall behind; ideally, you want to be counted amongst the most streamed TV-radio shows, do you not? Then you’d best hop to it!

As an added bonus, the whole experience can lead to growth in social media followers and better content circulation, which will enhance brand visibility, meaning more fans and views.

3. It opens doors for content resale

The world is filled with paywalls, subscriptions and content resales; so, why not offer the TV broadcast feature through viable channels that bring you more profits?

Remember, the TV part of the broadcast campaign is an addition to radio — and service providers have the leverage to experiment with their platforms. For example, you can pay a TV broadcaster, such as MultiChoice, to create space for your content or create your own TV channel online like Kaya TV, which can be accessible on most smart devices.

Let’s say that you choose to go the latter route. For promotional purposes and to attract subscribers, you can subsequently attach promotional codes for the first 100 subscribers for a full month of streaming. Alternatively, you can use a paywall feature for daily or weekly streaming for those who don't want to have long-term subscriptions.

The main point here is that in order to make money, one needs to remain innovative — never stop being creative and thinking out of the box! It could be the exact thing you need to boost your radio stations — those crazy ideas are what keeps content fresh and intriguing to the viewer.

4. You’ll have more options for advertising space

Imagine not being limited only to prerecorded radio ads and live reads to make a revenue? Sure, you’re imagining those randelas, but there’s an opportunity for you to make an even higher revenue via advertising. How, you ask?

Remember, you’re using TV broadcasting to air your radio show. This means more options, such as embedded advertising, in-stream advertising, outstream advertising ... Or, if you sold some of the show rights to a broadcasting channel, you can even sell ad space to the highest bidder.

Here are three other ways that TV can improve ad sales for your radio station:
  • A client can choose to use embedded advertising whereby radio presenters use the brand’s products; for example, by wearing branded regalia or using branded gadgets such as laptops and headphones.
  • You can place background banners of clients that sponsor your show.
  • You’re able to redistribute content on platforms such as YouTube, which can include in-stream and outstream ads.

A lot can happen for your radio station when you offer the audiences the opportunity to watch their favourite presenters working and having fun in the studio.

You’ll be able to achieve brand growth and get creative with content, as well as have more content to share. And, seeing as you’ll be distributing your work via two different channels, this also means larger audiences.

And, more than anything, it is increasing job opportunities for media practitioners to fill all creative possessions that are on offer.

Radio has survived the emergence of other mass media, but will it, nevertheless, fall off the list someday? Give us your thoughts on the topic in the comments section below.

Weshu ... oratile ditaba tjarena akere na? Refe maikutlo agago.

Looking to take up a profession in the media industry? Then have A glance into the media profession: A Q&A with Karabo Ntshweng.