hankyoreh

Do you remember when ‘‘Video Killed the Radio Star’’? This song, released by the British pop band The Buggles in 1979, has come to symbolize the decline of radio and the rise of video, the Internet and other new media.

Radio as an old media has maintained its unique realm for the past 27 years, even though it has become caught up in the midst of new media. According to a survey conducted by Hankook Research, listener ratings in February and March was 35 percent compared to last year’s average of 32.6 percent.

Radio officials are looking for a sign of hope in the form of new Internet radio devices for personal computers which were created by three local media-companies last year. With these new programs, people can download, install and listen to radio programs through their PCs, just as if a mini radio had entered their computers. These include: ‘‘Mini,’’ which was introduced by MBC in March 2006, ‘‘Kong,’’ launched by KBS in May 2006 and SBS’ ‘‘Gorilla,’’ which appeared in June 2006. After a year, the total number of radio-player downloads for the three broadcasters is about 9.3 million: Mini (5 million), Kong (2 million) and Gorilla (2.3 million).

Radio is a medium that has traditionally been open to listeners. Everyone may have once requested a song with a postcard or a letter containing their story. The most significant characteristic of Internet radio is that it allows for two-way, real-time communication. People can exchange messages with DJs and producers, allowing people to significantly increase their participation; some two-hour programs have received more than 3,000 messages. An increasing number of overseas listeners are taking part in these radio programs as well. Han Jae-hee, a production director at MBC Radio, said, ‘‘Foreigners living in Asian countries often join the programs due to the popularity of the Hallyu, or Korean wave.’’

It is too early to link Internet radio fever with a radio revival. The Hankook Research survey showed that only 7.2 percent of respondents said they listened to Internet radio. However, officials think that Internet radio will work as an turning point for radio, which has seen a steady decline in recent years.

Jeong Chan-hyeong, a high-ranking MBC Radio official, said, ‘‘With the appearance of new media, such as the Internet and cable TV, there are more factors involved in decreasing radio listener ratings. In spite of this fact, radio is performing relatively well, probably due to influence of Internet radio.’’

Please direct questions or comments to [englishhani@hani.co.kr]