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Write On! by Lucille Nolasco

The relevance of radio
as a medium of communication

by Lucille Nolasco

CKJS Radio on remote location at Grant Park mall for Winnipeg Harvest charity drive. With Lucille Nolasco and Lendyll Soriano interviewing listener-donor Monett
Lucille Nolasco on remote broadcast at Rizal Optical’s grand opening with Dr. Tyler Anderson and family
With Mildred Smith, Marketing Director of Seafood City, on-air chat about the exciting opening of their Winnipeg location.
Joining and supporting community fun at the Manitoba Filipino Street Festival. Remote broadcast with Maui and Ace Zamora and Lucille Nolasco.
At the studio, after an on-air live interview with Winnipeg North MP Kevin Lamoureux

Is radio still relevant today?

With the Internet and increasing popularity of different social media platforms dominating the information highway, traditional media such as print, television and radio seemed to have taken a back seat.

Many newspapers and magazine publications have folded throughout the years. Many TV and radio stations also succumbed to the competition as more and more people seem to have acquired an insatiable taste for the modern, the unusual, the I-am-now culture.

Ironic, but radio can deliver all that and more.

Radio is so unique in a way that it can be personal. The voice or voices behind the microphone talk to the audience in a special way. One’s imagination is stirred with every bit of information or sound. It delivers fast, anywhere, anytime.

Radio can complement any other medium of communication.

It’s personal

Growing up, I can’t remember not listening to the radio on a regular basis. My parents turned it on every morning and listened to the latest news and information. Especially during a storm, the weather bulletins helped them a lot when deciding to send their kids to school or not.

In the afternoons, my aunt would tune in to her favourite drama or listen to music while doing her chores.

As an adolescent, I filled many hours of my time singing along to my favourite tunes on the radio and practicing my dance moves alongside it. It was also a great source of news and information.

Radio has always been a constant in my life.

Fast forward to my immigrating to Winnipeg, Canada. I am very blessed to be able to work for CKJS Radio 810. Founded in the mid 70s, the multi-lingual station has kept up with the times and the competition to continually deliver relevant news and information to its varied audiences. It has gone through many faces and voices beginning with the founders of Pinoy radio programs – Emmie Joaquin and Joe Sulit. Add in Kaka Pacheco, Resty Taruc, Nic Bisda and currently with Lito Taruc, Chester Pangan, Donna Natividad-Arenas, Allan Balingit, Lendyll Soriano and myself, Lucille Nolasco.

CKJS 810 is the only multi-lingual radio station in Manitoba, serving more than 20 different ethnic groups. It was founded in 1974 by Casimir Stanczykowski.

The station is currently owned by Evanov Radio Group of Toronto and has grown with two other sister FM stations – Energy 106 and Hot 100.6

Together, these radio stations continue the medium’s legacy of personal and interactive communication with their listeners – no matter where they are, whatever time of day.

So yes, radio is still relevant today and will continue to be in the future.

February 13th was World Radio Day. This year, UNESCO called on radio stations to uphold diversity, both in their newsrooms and on the airwaves.

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