Innovation in Radio
Digital broadcasting notwithstanding, the radio medium has hardly changed in character since inception. Now, riding on the platform of the mobile phone (the sign of our times) visual radio promises to stir up the radio medium.

Soon, radio broadcasts on cell phones may depict visuals while the soundtrack is playing. While images on radio seems innovative enough, it is interesting to note that visual radio will also introduce the era of pay radio - as listeners will have to subscribe to visual radio services.

And how exactly will "pictures on radio" differ from television? The answer probably lies in the lack of synchronization between audio & pictures. While television consists of essentially synchronized audio visual signals, visual radio will play on the 'loose binding' between the audio & video signals.

Visuals with radio can add value to entertainment & news. For example, while playing a song, the broadcaster can display station name, artist name, song title or a background visual. Or during a news broadcast, pictures, maps & data tables can be displayed.

Visual radio can offer a platform for M-Commerce. Broadcasters can display a link to buy the song or album.

Visual radio can also offer interactive content, by displaying song request menus and opinion polls.

And of course, visual radio can display news alerts onto cell phone screens without having to interrupt the radio broadcast.

Redefining Roles
If visual radio makes a dent in the world of radio, it will change the role of the broadcaster. And also usher in the concept of pay-radio (like pay TV).

In its current role, the radio broadcaster's role is a one-way activity. Visual radio promises to make the broadcaster a part of the music sales / distribution process. With visual radio, the broadcaster may ask a music company for sales commission in return for shipping thousands of copies of songs & albums.

Listeners will need to pay for visual radio services.
Radio stations will use special visual radio software tools to create content for a new visual radio channel. The content will be uploaded to a server, to wait in a state of readiness for the listener. As soon as a subscriber ('listener') asks for the service, the 'broadcast' commences. (Cell phone users will need to subscribe Visual Radio Channel as an additional service. And the mobile operator will have to ensure that the subscription includes GPRS-General Packet Radio Service mobile data service.)

New Source of Revenue
Visual radio offers new opportunities for revenue. Especially for mobile operators, visual radio is one more reason for subscribers to use mobile data services. Also, visual radio can 'enable' direct purchasing of digital content like songs. And being interactive, visual radio can help a radio broadcaster to keep in touch with listeners. With real-time interactivity, it will also be easy to provide extra information and special offers in conjunction with events, including competitions. This also applies to selling music and artist-related digital content in addition to increasingly rich ring tones & graphics.

Furthermore, visual radio promises to make radio a much richer & versatile advertising medium. Advertisers will enjoy the interactivity & immediate measurability of this new mobile mass medium.

Million Dollar Question
How many takers will there be for visual radio?

Radio has always been the "3rd choice" of the advertiser & the media buyer. TV is generally considered to have the edge over radio because of its visual appeal. Visual radio therefore, seems to be a step in the right direction.