Opinion by technology commentator and broadcaster Trevor Long.

I think far too many brands, PR and just generally the media overall underestimate the true power of radio – in 2024, don’t write it off.

I just finished a week of live radio, and have done now over a dozen shifts talking live for three hours about anything from politics to road works, banking and cookies.

Now, pardon my ego, but I think I’m uniquely placed to observe this, because I do pretty much every form of media there is. Live TV, TV news, live radio shows, live radio spots, podcasts, podcasts with caller interaction, social media and online. Social media would be the closest equivalence to radio to trying to “test the market” or “garner a response” from an audience. And there’s a really powerful feeling when a social media post gets traction and the comments flow in, be that a “thread” or a “Tiktok”.

But nothing, nothing is like the power of live radio where you can be talking about a topic that hits a nerve with people and the phones light up. You can fill 12 phone lines in a short moment. Then there’s the SMS messages which flow through to you live on air which can be simply overwhelming at times.

Nothing compares. If you think people have moved on and think podcasts are the new thing – sure, they are good, and get nice audiences. But nothing, nothing like live radio.

You want to know what people think – listen to them tell their stories.

It’s the best of all the mediums, I have long believed that, and don’t see that changing any time soon.

As we fragment further and further to on-demand content for viewing, I think that video has still not killed the radio star, and doesn’t look like coming close any time soon.

About the author:

Trevor Long (pictured with motor sports racing driver Bruno Senna) is a leading technology commentators, providing news, insight and commentary on consumer technology across radio, online, podcast and television platforms. He has been filling in on 2GB Afternoons for Michael McLaren.