Radio Is Holding Its Own Admidst Digital Disruption: New Comms Minister Mitch Fifield

Radio Is Holding Its Own Admidst Digital Disruption: New Comms Minister Mitch Fifield

While much of the media landscape is floundering around trying to find its footing in the time of digital disruption, newly appointed Communications Minister Mitch Fifield believes radio is showing how adaptable it is in the face of dramatic change.

Emma Mackenzie
Posted by Emma Mackenzie

Speaking via a pre-recorded video at the National Radio Conference on the Gold Coast today, Fifield pinpointed various digital initiatives the radio industry is embarking on to stay afloat.

“While Australia’s media landscape is experiencing significant changes in this time of digital disruption, radio remains an essential part of Australians’ lives,” he said.

Besides pampering to Fifeld’s love of 80s music, radio continues to keep everyone up-to-date on all the goings on in the world, he continued.

Acknowledging the impact music streaming-type services have had on the industry, Fifield highlighted the work of streaming service iHeartRadio in partnering with local brands – Australian Radio Network (ARN) in Australia.

“Given the resilience of radio over many decades, I trust that the industry will continue to respond and evolve to the changing environment,” remarked Fifield.

To further the push into digital and to stay abreast of all the developments, Joan Warner, CEO of Commercial Radio Australia unveiled a new brand campaign the industry body had compiled with renowned beat boxer, Tom Thum for its DAB+ digital radio.

The large campaign features four radio ads and a larger, longer-form video. Each clip features the ridiculously talented works to Tom Thum, and all sounds are made from just his mouth.

Check out the video below.

Want to join the disruption party? Then buy tickets to Daze of Disruption in Melbourne 3-4th December