Radio is affordable.
Radio reaches people where they live, where they work, while they travel – in their homes and fields.
Radio speaks to people in their language.
Radio reaches the young and the old.
Radio shares knowledge and entertains.
Radio can encourage learning, debate and discussion.
With the addition of mobile technology, radio can also amplify the voice of listeners, who participate in call-in shows, polls or interviews.
In developing countries, more than 75 per cent of people have access to a radio, either in their home, shared with a neighbour or on their cell phone. This access, and the low cost of developing radio programming, makes radio the perfect tool to reach millions of small-scale farmers and rural communities with information vital to improving their food security and income. In the last week alone, over 20 million African farmers tuned in to an informative radio show.
Much of this information comes from farmers in nearby villages or countries who may have found a unique way to prevent pests or improve soil health. Radio broadcasters can share these techniques with their listeners. Radio broadcasters also share the latest information from research centres, the knowledge of government extension agents and their own analysis of major issues affecting their communities. There is so much information available today that broadcasters play the critical role of filtering this information for their audience’s needs and presenting it in engaging, informative ways.
Radio continues to change the world every day.