Time to switch on to Radio 3.0

Despite the common perception that radio has remained pretty well unchanged for the last half century, Mark Barber (planning director at the Radio Advertising Bureau) maintains that it has made two great evolutionary developments.

Time to switch on to Radio 3.0

Mark Barber

When people's thoughts turn to new technology and interactive media, radio is not the first medium that springs to mind. And why should it, when seemingly radio has remained pretty much unchanged since the BBC started broadcasting in 1922? Surely, apart from the adoption of the FM spectrum in the late 1950s, and the launch of commercial radio in 1973, radio in the UK as a medium is fundamentally the same as it has always been.

As ever, the reality is not quite so straightforward. Radio has already evolved once to...

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