[OPINION] Winning the war against COVID-19 with radio
“I have seen various predictions and postulations by some self-appointed prophets who were so quick to predict that the viewership and listenership of television and radio respectively as well as all other forms electronic media would drop. Sadly, some of the projections I had seen in the early days of the global pandemic left little in favour of radio. But much of the verdict has come in from the jury and radio appears to be not just alive but winning again.
According to the Chief Insights Officer at Cumulus Media/Westwood One, Pierre Bouvard, “AM/FM radio in Canada has retained 86 per cent of typical weekly reach levels” and “the at-home share of total Canadian AM/FM radio listening has increased by 73 per cent.” Bob Pittman, also stated that according to data published by Nielsen, “28 per cent of American adults spending more time listening to the radio”, and “60 per cent trust radio to provide timely information.
There is a dearth of data on radio or media consumption in Nigeria during this period of lockdown . However, it’s useful to restate that majority of Nigerians still overwhelmingly depend on radio as their primary source of information and entertainment. Also, the power situation in the country still makes all other forms of media either elitist or full of encumbrances.
In these coronavirus times, the question must be asked— what can radio do today to help in this warfare against COVID19? With some of the strengths of radio already listed, there is no doubt that winning the war rests with the medical scientists just as much as it rests with the world of radio. After all, a cure is never a one tablet solution; it is a cocktail of efforts galvanised in the right direction by all and sundry.
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