Campaign India is ending the year by asking industry leaders about what this year taught them and an outrageous prediction for 2022.
Here's what Abraham Thomas, CEO, Big FM and Reliance Broadcast Network, had to say:
Your stand-out moment or learning from 2021?
My stand out moment in 2021 was when I understood what it means to be in sync with the universe, to appreciate, live in the moment, accept the ‘now’, be grateful, discover joy in the simple and little things of life. From brewing my coffee in the morning to reconnecting to my music, nature, family and friends, I’ve learned to reconnect and relish each moment. I am enjoying a more fulfilling, meaningful and calmer existence.
2021 has also been a game-changer for the content industry. The emergence of blue screen fatigue amongst all of us due to the huge consumption of video content has also created an opportunity for audio consumption. This has led them to turn to all forms of audio content like podcasts making this radio’s finest hour.
Audio engages consumers in key screen-less moments and is a part of their life without disrupting their schedules be it while working out, cooking, doing chores or just tuning out from the screen fatigue. It helped us understand the changing nature of consumer behaviour setting, the context for what’s in store and which radio has been able to leverage to the optimum.
An outrageous prediction for 2022?
In 2022, I believe we will move from listening to experiencing audio. The Metaverse is here, and we will all begin to live our digital lives in this virtual universe. We shall see a ‘Metaverse Radio World’ or a ‘Radioverse’, where one will be the singer, the composer and the music itself! One will be able to play and compose music in this virtual world. Audio brands will continue to engage with the consumer at every point of interaction with this virtual audio universe opening up endless possibilities.