South Africa, Jan. 16 -- The era of radio complementing the body clock seems to be nearing dissipation soon, social media highway is the palatable norm, and running faster than a Japanese bullet train. Evidently, radio has to now compete and complement digital content platforms to remain relevant, as one of the medium force to be reckoned with. It will be diabolical to exclude radio from media planning, and boldly assume such a position at one's own peril.

The divorce stamp template between radio and its loyal listeners is yet to assume posture, hence the constant onboarding of online radio, due to the hunger of short form content. Radio has for years mastered the art of short-format content, hence the title 'theatre of the mind'. Radio ...