Dynamic, enveloping, interactive, flexible, bearer of words and contents, background and playlists, an ancient yet increasingly social medium, the radio is also winning the new challenge, ‘going on TV’.
According to the Censis survey ‘The transition to radiovision’, there are as many as 19 million Italians who follow radio programs in video format via TV, smartphone or PC; of these, nearly 11 million ‘see’ the radio on the TV screen.
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Also thanks to the pandemic, visual radio has tuned in to new lifestyles, offering content with any device, anywhere, at any time, in full or in clips, live and on demand. And it’s not a flash in the pan, says the research institute: 52% would like to have more and more radio content on different devices, even in video format. 50% of those who follow radiovision find it enjoyable, 27.5% engaging, 24% innovative.
“Radio is an infallible form of communication in itself: when you go out on the street, those who follow you on the radio discuss, point out, treat you like a family member; those who see you on TV consider you unapproachable and at most ask for a photo “, laughs Andrea Delogu, every day live with Silvia Boschero at ‘La version delle due’, an afternoon program of Radio2 that has a live visual schedule. on RaiPlay.
“When the director Paola Marchesini announced this change to us, I confess that I was worried, I was afraid that the mix between two languages that I always keep distant would not succeed. And instead the radio remains the radio, and the cameras tell what happens while it is on the air, allowing the public to browse in the construction of the program. And this increases the level of empathy, of complicity: it is as if people were working with us ”.