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