Radio's fate lies in convergence with the internet

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.

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