Many insiders of the broadcasting industry share a concern that digital media platforms are diminishing the reach and impact of traditional AM/FM radio.

For two years in a row, the Arbitron / Edison Radio Listening Reports say otherwise: The Infinite Dial 2008 and The Infinite Dial 2009.

“As has been shown in previous Arbitron and Edison reports, once again, we find that people who use digital platforms do NOT listen less to AM/FM radio.” (The Arbitron/Edison Radio Listening Report)

Despite the growth in alternative digital platforms (PC’s, mobile phones and MP3 players) two hundred-thirty-five million Americans tune in to commercial radio each week.

The average time spent listening per day to AM/FM radio is 2 hours, 48 minutes (unchanged from a year ago) compared with 2 hours, 45 minutes among those who use radio’s new digital platforms.

Ten years ago, most radio listening was done in the home or in the car. The digital age has changed that.  Broadcasters are adapting to the changes in technology; making access to radio now, virtually limitless.

The ability for radio to have an influence on people’s lives is intact as well. Former NAB President David Rehr cited a radio branding study the NAB conducted that showed, “radio remains relevant.” Ninety-two percent of Americans say radio plays an important part in their lives.

The NAB study also showed that nearly everyone still relies heavily on radio for information and entertainment.

This is good news for broadcasters, sponsors, advertisers and listeners.  It’s not meant to say that radio doesn’t face significant challenges.  It does.  There’s a great deal of uncertainty about the future.  What it says fairly conclusively is…digital technologies aren’t replacing radio, they’re unleashing it!

The religious broadcasting industry is uniquely positioned to take advantage of these opportunities. A look at three ways religious broadcasters might respond in next week’s post.