William Parkinson, the CEO and founder of Communications Fiji Ltd (CFL), expressed his gratitude for starting a radio company rather than venturing into print or television. Speaking at the Pacific Media Partnership Conference in honor of World Radio Day, Parkinson emphasized the unique resilience of radio as a medium.
“Of all traditional media, radio is by far the most resilient in terms of the future,” he stated. He attributed this resilience to radio’s ability to foster genuine relationships with listeners, something he believes is particularly significant in the Pacific context.
Parkinson pointed out that radio serves as a vital connection during emergencies, highlighting its role during both uplifting and challenging times. “Meeting the requirements during emergencies is absolutely critical,” he said, noting that CFL’s emphasis on timely news delivery, especially in crisis situations, has been pivotal to the company’s success.
CFL has maintained a steadfast commitment to its audience, which Parkinson described as a core aspect of the organization’s growth. He remarked on the importance of building and sustaining relationships with listeners, a responsibility the company takes seriously around the clock.
With the advent of digital technology, CFL has further enhanced these connections. Their news platform, fijivillage, has been operational since 1997, showcasing a long-standing dedication to providing accessible digital news.
In summary, Parkinson’s insights highlight radio’s enduring importance in community engagement and emergency communication. The adaptability offered by digital platforms indicates a hopeful future for radio, reinforcing its relevance in an ever-evolving media landscape.
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