South Africa, Feb. 13 -- For decades, radio has delivered reach, frequency and trust with consistency. These qualities have helped build awareness, recall and credibility, making radio a reliable part of media strategies over time.

What has held the medium back is not what it can do, but how narrowly it has been viewed, often reduced to 30-second spots and measured in ways that no longer tell the full story.

In today's fragmented media environment, that approach no longer reflects reality.

Audiences now consume content across different platforms, formats and moments throughout the day. Radio has quietly adapted to this shift, giving brands access to live broadcast, streaming, on-demand audio and podcasts within one trusted environment....