Radio's fate lies in convergence with the internet

<p>The future of radio ultimately depends on its convergence with the </p><p>internet, according to analysts at PricewaterhouseCoopers. </p><p><BR><BR> </p><p>In an entertainment and media industry report to be released by the </p><p>middle of this year, PricewaterhouseCoopers is expected to stress the </p><p>importance of convergence between different mediums. </p><p><BR><BR> </p><p>PricewaterhouseCoopers' regional leader - entertainment and media </p><p>practice, Marcel Fenez, said radio had long neglected its "evolution" </p><p>and its survival may depend on it not being an independent medium. </p><p><BR><BR> </p><p>"Radio is always going to provide a public service. The challenge is </p><p>whether it has really exploited its awareness. The other question is </p><p>that maybe radio is not a separate medium. Its success could depend on </p><p>it coming together with the internet," he said. </p><p><BR><BR> </p><p>Piracy in Hong Kong, China, Malaysia and Pakistan, he added, would </p><p>continue to be a problem in the region, cutting into consumer spending </p><p>and hindering the growth of all mediums, including the film and </p><p>entertainment industry, as well as the radio and cable and satellite </p><p>markets. </p><p><BR><BR> </p><p>"There hasn't been any drastic lifestyle change yet. We still see people </p><p>listening to the radio, but certainly radio hasn't taken advantage of </p><p>its full potential. We see this happening with its synergy with the </p><p>online world," he said. </p><p><BR><BR> </p>