Radio Media: Why Radio Is Still Popular In Toronto?

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Radio media: Why radio is still popular in Toronto?
Abstract
In Toronto, there exist several modes of communication. Technological advancement has made it easier for people to communicate. However, radio communication remains a prevalent mode of communication. This paper outlines the findings and statistics on how the radio performs in Toronto. The paper explains why the radio has remained a resilient mode of communication in Toronto by explaining several factors. Immediacy, technology, portability, community connectivity, commercial advertisement, and diversity are some of the factors the report explains that make radio a communication powerhouse in Toronto
Introduction
Radio is one of the oldest forms of electronic medium of communication. Despite the rise of social media and other online chatrooms due to technological advancement, radio still remains a gadget for almost every household. Regardless, of television and the internet, it continues to remain resilient. In some rural areas and other parts of the world, radio even supersedes its modern counterparts. Several reasons exist as to why radio continues to live long with its legacy despite modernity and innovations. Therefore, this paper aims at explaining the reasons behind this suppleness by highlighting facts and findings, factors influencing radio resilience, a discussion and a conclusion in Toronto, Canada.
Facts and Findings
There exist different types of radios that include satellite, short wave, AM, FM, walkie-talkie among others CITATION AlV19 \l 1033 (Vick). However, Toronto’s major radio broadcaster utilizes the AM and FM radios. Toronto boost of several radio stations that include Am and FM stations. The AM stations are not limited to 590 AM (Sportsnet 590 The Fan), 680 AM (680 News), 1010 AM (Newstalk 1010), 1050 AM (CHUM TSN 1050). The FM stations include 91.1 FM (Jazz FM 91), 88.1 FM (Indie88), 92.5 (KiSS 92.5), 94.1 FM (CBC Radio Two), 97.3 FM (Boom 97.3), 102.1 FM (The Edge) among many other stations CITATION Mar19 \l 1033 (Campbell). The 2014-2019 statistics on the Toronto market radio listeners indicate that Toronto had over 5.64 million listeners CITATION Amy19 \l 1033 (Watson). AM/FM radio dominates the Canadian market especially the Toronto area. Technology has even made it possible to have it everywhere, in the car, mobile phones, at work and at home. It has become accessible across all platforms.
The Canadian update on the radio today show that radio is never getting out of the market but rather connecting with Canadians. The radio connectors include personal, social, local, experimental, live, interactive, emotional, engaging and immediate. Canadians are able to connect through music, global and local news integrated with entertainment and information. Moreover, listeners love radio because they are apps to adjust their radio to their test, have smartphones and smart speakers that empower them to have the radio wherever they need itCITATION The18 \l 1033 (Radio Connects). The number of commercial radio stations in Canada has increased over time as shown below:
(Source, CRTC Report 20016).
Further statistics indicate that 89% of Canadians above the age of 12 Toronto taking the majority listen every week to FM/AM radio. The Toronto audio landscape is changing with individuals shifting from music business model that is owned to renting CITATION Amy19 \l 1033 (Watson). This is an indication that more Canadians are listening than reading or browsing. For instance, approximately 90% of the streamers in Toronto of pureplay music listen to AM/FM daily. This is an assurance that radio is here to stay. On the other hand, the introduction of smart speakers and audio enhancement gadgets have maximized the utilization of radio on all platforms.
In 2017, the Canadian Broadcasting Corporation (CBC) constituting off 67 radio stations reported a revenue worth of $295 million. This was 1.6% rise compared to the previous year. In addition, indigenous radio stations’ revenue reported an increase to record $17.5 million in revenue. The internet-based audio services also recorded a rise in revenue CITATION Gov19 \l 1033 (Government of Canada). In Toronto, these statistics were remarkable considering Toronto among the largest consumer of radio. Hence, it is evident that radio is a vital channel of revenue not only for the owners but for the government through taxes. Additionally, statistics indicate that the hours spent by listeners on average weekly listening to all audios rose to 22.2 in 2017 compared to 20.4 in 2016. This is an indication that audio content in Toronto and Canada at large continues to grow. Also, the majority of Toronto people acknowledged listening to traditional radio and audio services (80%). Compared to people tuning in YouTube or listening to other personalized online music a...