(VOVworld) – Radio, one of the oldest forms of mass media, is being challenged by the growing popularity of social networks.  The theme of this year’s World Radio Day February 13, is “Radio is You!”, a call for greater participation by audiences and communities in the policy and planning of radio broadcasting.

VOV24/7 presenters in a live broadcast

It’s not just radio. Printed newspapers, television, and online newspapers are also engaged in a fierce competition with social networks. At least 2.3 billion people are using the Internet, about one-third of the world’s population. 1.3 billion of those people are using the social networks. Six Degrees was the 1^st social networking site. In 1997 it allowed people to publish their profiles, make friends, send messages, and share bits of news among members. Since Six Degrees closed down in 2001, many new social networks have appeared: Wordpress, Myspace, Facebook, WhatsApp, Twitter, Weibo, Google+, and Youtube. Vietnam connected to the global Internet on November 19, 1997, and now has 40 million Internet users. Half of them have Facebook accounts.

The public has changed their approach to information. The media and communications have also changed. Social networks have become the primary source of information and reference, and an effective marketing channel of press products. Every person can be a reporter, an editor-in-chief, a critic, a producer, and a publisher. If the more traditional media don’t change their gameplan, their continued existence is in doubt.

Radio listeners must be partners of radio broadcasters. They must do more than listen passively, they must get involved in the program production and development strategy of the radio stations.

Radio broadcasters must adopt a new on-air interaction style to connect with people in different places. Radio remains an important form of media because it’s a dynamic, highly-interactive, and effective mode of communication. Radio attracts listeners with timely information and varied entertainment.  Radio Listeners and Stringers Clubs are placed to share information and make suggestions to radio stations on social issues.

Radio programs should reflect listeners’ views and needs and give them opportunities to air their opinions on social issues. Having a radio by your side means you have a reliable friend and you are not alone. Radio is you.