As always happens, once developed, technology generates new contents, languages, imaginaries, as well as producers and products, consumers and consumers.
After almost a century, World Radio Day, promoted by UNESCO, was still celebrated on 13 February. This year's theme was Radio is you or “The radio is you”, always stressing strongly that radio stations can support freedom of expression through correct communication. The radio, which aims to promote a constructive dialogue between communities, must give the possibility to all listeners to participate, so as to be able to represent different points of view and different experiences. Participation has changed with changes in technologies and communities. Nowadays, despite the "competition" with television, radio is still one of the most important and most followed means of communication.
It is simple, versatile, direct, fast and particularly suitable for listening on the go. These characteristics are now strengthened by interactivity and "cross-media". No means of communication has been able to reinvent itself and adapt to the new languages of the internet like radio. We can say that the radio was itself first a social network, as a collector of experiences in comparison. How has the radio really changed with the arrival of social networks and above all how has the way to give and deepen the news has changed by untangling the various Facebook, Twitter and Instagram, just to name the most popular? And at the same time ensure an ever greater listening? To talk about all this, STRP met Matteo Pelli, director of Radio3i, the most listened to private radio in the Canton of Ticino with constantly growing ratings and a fresh and dynamic image.
All randomness and sympathy of its director or the result of a precise strategic plan aimed at involving the public by sharing content of interest? The credit goes to the splendid Radio 3i team that is appreciated for its professionalism and its sympathy, proudly underlined Matteo Pelli.
Sympathy, good music, entertainment and complete information that is increasingly attentive to the needs of the public are the ingredients of a schedule appreciated by an ever wider audience.
Radio3i also makes extensive use of Whatsapp, voice notes and messages. This maximum freedom of the social world is stimulating, it allows you to learn and share contents with a speed and a capillarity that had never been seen before. With the pros and cons. The attention must in fact be even higher on the contents out of respect for the listeners! Through social media, listeners can be absolutely decisive for the construction of the program. If the audience of a broadcast is active on the web, it automatically begins to make an opinion, and therefore becomes relevant. Not to mention that social networks allow us to further expand our audience of listeners and to retain them.
A multifaceted character, as today perhaps it must be a means of mass communication, Matteo Pelli considers the radio as a sort of community where listeners are the protagonists together with the entire team of the broadcaster, a winning team that must constantly change, be attentive to the needs of followers and also anticipate! Amaze, this is what radio must do according to Matteo Pelli.
So the one who sang a song from the 80s where the radios exploded and the television seemed to have the upper hand did not happen: “Video killed the radio star”, does not apply to the past, but it will not apply to the future either!
DIDA FOTO How to guarantee success on the radio: Meeting with Matteo Pelli
