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1. INTERNATIONAL RADIO FORUM 2009, Iran, 18-20 May 2009
From: George Lessard
1. INTERNATIONAL RADIO FORUM 2009, Iran, 18-20 May 2009
Posted by: "George Lessard" email@example.com themediamentor
Date: Mon Jan 5, 2009 11:22 pm ((PST))
INTERNATIONAL RADIO FORUM 2009, Iran, 18-20 May 2009
In its inaugural year, the International Radio Forum brought together
leading radio media practitioners, media specialists, policy makers and
academics from across the Middle East and other parts of the world. Eminent
speakers from all radio broadcasting industry shared their experiences and
their vision for the future of this medium. Most of them underscored the
need for radio to reinvent itself and reposition itself in the evolving
The theme selected for the International Radio Forum 2009 responds exactly
to this requirement. The era of diverse multimedia platforms being available
for delivery of content is already with us. Several of these new platforms
cab gainfully be used for delivery of radio programming. While this
multimedia environment creates new competition for radio broadcasters, more
importantly, it provides them with exciting possibilities for creating new
genres of content and delivering their programming in many new ways.
As a medium of communication, radio has immediate access to mass audiences.
Being a cost efficient mass medium, it lends itself best to low cost at the
production end as well as at the receiving end. Together with the ease with
which radio services can be received, it is not surprising that radio has
found itself deeply involved in dissemination of developmental
communication. Considering that in many developing countries radio may still
be the only affordable medium of mass communication with access to target
population, the role of radio broadcasting is to provide a powerful tool for
flow of modern ideas.
Developmental communication is about human development and the quality of
human life. Developmental communication is a means of binding individuals
into a society by the use of shared language and aspirations, common
interests and objectives. Coupled with economic growth, social dimensions
like education, health and ecological considerations are important factors
for development. In particular, developmental communication focuses on the
disadvantaged and deprived groups.
Radio is a medium that is aptly used to encourage positive individual
attitude to development and constructive social change. Radio can, in a more
effective manner, carry interesting, entertaining and valuable information
into the homes and lives of millions of listeners, through imaginatively
conceived lessons, music, dramas and documentaries that engage listeners'
emotions and thought-process towards life improvement.
Creation of content (programming) for developmental communication is a major
challenge for radio programmers. An innovative approach rooted in the
cultural ethos of the target audience and making use of modern metaphor and
content creation tools is the key to developmental communication
programming. Devising appropriate formats for developmental communication is
of vital importance. What is also important is that these formats and
content need to be location specific, language specific, borrowing heavily
on local mannerisms, nuances and traditions.
Delivering developmental communication to audiences is one of the important
roles that radio has been playing over the last one century. Across the
region, many families continue to be at disadvantage on social, economic and
developmental opportunities. The such medium of radio has been, and
continues to be utilised to impart gainful information to such audiences
designed to enable them to work towards their empowerment through
awareness-generation, confidence-building, employment, economic
independence, education, training, health, nutrition, welfare services and
legal safeguards. Radio will have to continue to play this role in the
society effectively. And for this purpose, the new delivery opportunities
can be harnessed.
Public Service Broadcasters continue to play a pivotal role in broadcasting.
While the PSBs may not always produce the most popular content, they do try
to reach a wide and broad segment of the population. Demands to stay
competitive, relevant and current mean that PSBs have to find unique new
ways to attract and retain listeners. With technology playing an
increasingly important role in reaching audiences, PSBs have embraced
technology and used it to advantage.
This second edition of the International Radio Forum is an effort to focus
on all the aspects of radio in the traditional and emerging markets in West
Asia and North Africa. Given the mix of public service and commercial radio
broadcasters operating in this region, the conference takes up issues which
concern both the public values and the commercial world. The Forum takes
place alongside the 10th International Radio Festival of Iran 18-20 May
2009) in Tehran.
P.O.Box : 19395-3778 Tel : (+9821) 22168048
Fax : (+9821) 22168048 E-mail :IRF@irib.ir
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