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17 SPECIAL ADVERTISEMENT
What Is World Radio Day
OBSERVER ON SATURDAY February 13, 2021 twitter/jamaicaobserver www.jamaicaobserver.com
World Radio Day is celebrated all over the world on February 13. demics, etc.
The day aims at promoting the medium and encouraging people to
use it. The main object behind celebrating World Radio Day is to World Radio Day: History
raise awareness among the public and the media of the importance
of radio, secondly to encourage decision-makers to establish and In 2011, UNESCO’s General Conference, at its 36th session, proclaimed
provide access to information through radio; as well as to enhance February 13 as World Radio Day. The day February 13 was proposed
networking and international cooperation among broadcasters. by the Director-General of UNESCO because it coincides with the
anniversary of the United Nations Radio, the UN’s international
During the Covid-19 pandemic, radio made it possible, for exam- broadcasting service was established on February 13, 1946.
ple, to ensure continuity of learning, to fight against misinforma-
tion, and to promote barrier gestures. During its 67th Session, the UN General Assembly adopted a res-
olution on January 14, 2013, the United Nations General Assem-
‘New World, New Radio’ is therefore an ode to the resilience of bly formally endorsed UNESCO’s proclamation February 13 as
radio. It is a tribute to its capacity for perpetual adaptation at the World Radio Day.
rate of societal transformations and listeners’ new needs.
Radio is the primary medium and source of information. In India
On the occasion of World Radio Day 2021 (WRD 2021), UNESCO Radio broadcasting started in the early 1920s and in 1923, the
calls on radio stations to celebrate this event’s 10th anniversary first program was aired by the Radio Club of Bombay. Lord Irwin,
and the more than 110 years of radio through three sub-themes. then Viceroy of India, inaugurated the Indian Broadcast Company
(IBC) in Bombay.
● Evolution: The world changes, radio evolves radio is resilient
and sustainable; World Radio Day 2020: Importance
● Innovation: The world changes, radio adapts and innovates- ra-
Radio is the most effective way of delivering information. It is a
dio adapts to new technologies and remains the go-to medium of
mobility, accessible everywhere and to everyone; free, democratic, and trusted one. Due to which it has the widest
● Connection: The world changes, radio connects - radio services geographical reach and the greatest audiences compared with the
our society during natural disasters, socio-economic crises, epi- Internet, television, and newspapers.
SPECIAL ADVERTISEMENT 18
Radio is Not
Dead? Reasons
Why Radio
Advertising Is Still
Relevant
● Radio Reach reaching this important demographic.
Although 2021 is known to be a digital
world, the effectiveness of radio Realible Returns On Investments (ROI)
advertising is still undeniable. Radio advertising also provides
According to a market research for businesses with a reliable way to track
example, did you know that radio their return on investment, or ROI.
consistently reaches 85% of Jamaicans
Radio or TV
each week? Statistics like this one Radio’s return on ad spending in four
help prove why business owners and retail categories: department stores,
marketers across the country are still home improvement stores, mass
Broadcasting?
looking to radio to promote their merchandisers, and quick-service
companies. Today, we’re taking this restaurants. Based on observations, it
topic even further by providing the top can be said that every dollar spent in
five reasons that radio advertising is still radio advertising could generate some Earning a radio and television This means that radio
relevant today. revenue from listeners exposed to ads. broadcasting diploma from presenters and advertisers
one of our Media Schools will must become masters
Based on the statistic mentioned above, In addition to that, it can also be said that provide a significant degree of creating a theater of
8 out of ten Jamaican listen to the radio radio provides a 50% ROI advantage of flexibility in your career. imagination that engages
each week. That fact alone proves over platforms like television. This It will open doors into the listeners. This is more of a
that radio is relevant: It consistently means that local businesses see a more world of radio and television challenge and requires endless
reaches a broad audience, making it a immediate return with radio advertising broadcasting that will make it creativity and the ability to
highly desirable advertising medium to than with other mediums. possible for you to influence engage readers with little more
businesses. Radio is also transportable, vast audiences. than words and sounds. It is
allowing advertisers to reach multiple ● A Creative Way To Tell Your Story the perfect stage for creative
audience segments at home, at work Radio advertising revolves around But what is the difference people and wordsmiths.
twitter/jamaicaobserver www.jamaicaobserver.com OBSERVER ON SATURDAY February 13, 2021
or most commonly, during their daily creative ads that are designed to between the two?
commute. Not only can radio advertising grab attention and make a lasting Fragmentation: The Biggest
reach multiple segments, it can also impact with consumers. This means As you consider the Difference Between Radio
allow businesses to interact with diverse that businesses can have fun with differences between radio and and Television
audiences. their ads and share their message television broadcasting, keep Fragmentation is something
in creative ways that will strike a the following in mind as you you will need to address if you
● Streaming Options chord with audiences. Telling your chart your career path. are planning to use your radio
As mentioned above, radio is mobile story with your business’ personality and television broadcasting
since many consumers tune in while they through radio advertising is found to skills to design and promote
be extremely effective, especially when Television’s Greatest
are on-the-go in their cars. However, Strength is Visual advertising. Radio audiences
did you know that radio is even more it comes to radio endorsements. Most often flip stations when
consumers allow their favorite on-air Television allows you to back
mobile than that? Streaming options up the story you want to tell commercials come on, and
allow radio to have digital functions as personality influences their opinion television viewers are often
either considered or purchased a with visual cues that can elicit
well. People can listen to radio stations the desired response from “TiVo-ing” their programs
through apps on their phones, laptops product brought up on-air during that so they can skip through
personality’s show. The more creative your audience. When strong
at work, and on other mobile devices. copy and smooth dialogue commercial breaks. It is a
Since Millennials are almost fully you can get with telling your story, the challenge that is facing both
more success your advertising will have. fail to interest viewers, visual
digital with 64% of them using their imagery and special effects mediums.
smartphone to listen to music, radio can keep them watching.
advertising is the perfect platform for Television offers vast reach However, radio has a bit of
in the digital era, and good an advantage because radio
stories coupled with great listeners often listen in their
dialogue and appealing cars or at work. This makes
imagery are a formula for them a captive audience.
spinning gold time and time Savvy marketing professionals
again. who understand the difference
between radio and television
Radio Relies on Strong Copy advertising can use their
to Excite the Imagination mastery of marketing to
Radio doesn’t have the ability achieve positive results for
to fall back on visual effects to the station’s sponsors and
keep listeners engaged. advertising clients.
19 SPECIAL ADVERTISEMENT OBSERVER ON SATURDAY February 13, 2021 twitter/jamaicaobserver www.jamaicaobserver.com
SPECIAL ADVERTISEMENT 20
Jamaica became a Member Council(IFA).
State of the United Nations
Radio’s unique ability to reach out the widest audience means radio can shape a society’s Educational, Scientific Intergovernmental Committee
experience of diversity, stand as an arena for all voices to speak out, be represented and heard. and Cultural Organisation of the Convention for the
This year we celebrate the 10th edition of World Radio Day and the more than 110 years of (UNESCO) in November 1962. Safeguarding of Intangible
radio. Three years later (1965), the Cultural Heritage (ICH)
Jamaica National Commission And have the following
for UNESCO (JNC-UNESCO) UNESCO inscriptions/
TALK UP YOUT will host a special broadcast for World Radio Day on 13 February 2021 under was established in accordance designations:
the theme “New World, New Radio: Evolution, Innovation, Connection”. They will be supported with Article VII of the
by The Jamaica National Commission for UNESCO and will be aired on Constitution of UNESCO.
1. Reggae Music of Jamaica
• National Commissions are inscribed on UNESCO
• Nationwide 90FM (90.3, 90.5, 90.7 and 90.9 considered the mobilisers Intangible Cultural Heritage
• Nationwide News Network App and catalysts for UNESCO’s of Humanity List (ICH),
activities, December 2018
• Website nationwideradiojm.com
• they advise their governments
• Nationwide’s Youtube Page. on UNESCO affairs and 2. Blue & John Crow Mountains
designated a UNESCO World
(TALK UP YUTE is a recipient of the UNESCO Participation Programme, 2020-21) • work with the international Heritage site, July 2015
communities in the
preparation, implementation 3. City of Kingston designated
Talk Up Yout’s Radio Show will have and evaluation of UNESCO’s a UNESCO Creative City of
programmes. music, December 2015
• discussions by young people on the role that radio has played
• a special presentation by UNESCO representatives locally & globally to highlight the work • publicise UNESCO’s mission
and achievements, and are 4. Veronica Campbell-Brown
it is doing to benefit youth. designated a UNESCO
the channel through which
• impact of the radio station on the youth in the Accompong Maroon community
twitter/jamaicaobserver www.jamaicaobserver.com OBSERVER ON SATURDAY February 13, 2021
the needs and aspirations of Champion for Sport, October
• Talk Up Yout’s-Talk Up Radio Show will connect with youth in radio globally in celebration Member States are transmitted 2009
of radio and hear from young people about how it shapes lives. Radio informs, transforms to UNESCO.
5. Maroon Heritage of Moore
and unites us. It brings together people and communities from all backgrounds to foster The Jamaica National Town inscribed on UNESCO
positive dialogue for change. More specifically, radio is the perfect medium to counter Commission for UNESCO Intangible Cultural Heritage
the conflict through building mutual understanding, and exposure to other points of view. (JNC-UNESCO) comprises of Humanity List (ICH), 2008
members representing the
various areas of UNESCO’s Contact Phone: 967-
“This World Radio Day, with its theme “New World, New Radio”, affirms the central role of competence and is chaired 9893/618-1332-3 Email:
radio, for today and tomorrow, because, more than ever, we need this universal humanist by the Minister of Culture jamaicanatcom@jncunesco.
medium, vector of freedom. Without radio, the right to information and freedom of expression Gender Entertainment and gov.jm
and, with them, fundamental freedoms would be weakened, as would cultural diversity, Sport under whose portfolio Website: https://jncunesco.
the National Commission now
since community radio stations are the voices of the voiceless”. falls.
gov.jm/
Like us on FACEBOOK
The National Commission Follow us IG: jncunesco_jamai-
functions t h ro u g h a ca/Twitter: JncUnesco/
S e c re t a r i a t , Advisory LinkedIn: JNC-UNESCO
Committees and other
Committees.
Jamaica currently sits on:
Emprezz Golding: 1 876 359 3634 UNESCO Executive Board
Information For All
www.talkupyout.com
Contact:
Phone: 967-9893/618-1332-3
Email: jamaicanatcom@jncunesco.gov.jm
Website: https://jncunesco.gov.jm/
Like us on FACEBOOK
Follow us IG: jncunesco_jamaica/
Twitter: JncUnesco/LinkedIn: JNC-UNESCO
21 SPECIAL ADVERTISEMENT OBSERVER ON SATURDAY February 13, 2021 twitter/jamaicaobserver www.jamaicaobserver.com
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