The enduring appeal of radio in a changing media landscape
Maja Rakovic
Owner, Editor-in-Chief of Naxi Radio
President of the Representative Association of Radio Stations of Serbia and the Self-Regulatory Body RAB Serbia
Maja Raković, Owner and Editor-in-Chief of Naxi Radio and President of the Representative Association of Radio Stations of Serbia and the Self-Regulatory Body RAB Serbia, discusses the resilience of radio, its adaptation to new technologies, and its place in today’s media world.
Radio is the only medium that follows you everywhere and speaks to you directly, like a friend
Radio in Serbia has a long tradition — how do you see its current position about television, print, and digital platforms such as Spotify, YouTube, and social media?
I am certain that radio is a medium with a tradition that will last forever. In the past, there were predictions that it would be replaced by television and later by new media, but that never happened. Radio has survived, adapted, and become increasingly listened to. Today, I believe there is room for everyone — each medium has its audience and its own role. Radio is special precisely because it is personal. I often like to say that the radio is a person’s best friend. It is the only medium that follows you everywhere — in the car, at work, at home, when you are alone and seeking a moment of peace — and speaks to you directly, like a friend. The host familiarly addresses you, telling you what you need to hear — where to avoid traffic, where to go to relax. In life, we all choose what brings us beauty, comfort, and joy, and the radio offers us that every day. Naxi Radio, which I have owned and edited for over 30 years, carries the message “Relax and enjoy!”. Whether it’s snowing, raining, or sunny outside, the songs and voices you hear evoke beautiful memories and emotions. Many people fall asleep to the radio because it brings them peace, unlike news programs, sad movies, or TV series before bedtime. Unlike platforms such as Spotify and YouTube, where you choose songs and are offered what you have already listened to, radio has a great advantage — the element of surprise. You never know which song will come next, and each one stirs a new emotion. I see the future of radio as very promising — it is present on digital stations, through podcasts, and on applications such as Naxi Player, which was a pioneer of this kind in our country. Radio changes and adapts to the times, but it remains forever unique and, most importantly, stays with its listener as their best friend.
How loyal are domestic listeners to radio compared to global trends, and what is the key to attracting younger generations?
Domestic listeners are extremely loyal to radio. When choosing a station, they first look for music they enjoy — which immediately connects them to it. Content and short, clear news are also important, where in just a few minutes, they hear everything they need before returning to music and stories that brighten their day. People love that rhythm and continuity and remain loyal to the radio that provides it. Today, listeners rarely change stations because of commercials, as in recent years we have learned to make ads shorter and carefully integrated, so they are perceived as a natural part of the program. When it comes to younger generations, their listening habits follow a slightly different pattern. Modern research shows that they also turn to radio, but often prefer personalised playlists. Interestingly, radio often enters their lives through their parents. Many begin to love the very stations they grew up hearing at home. Research confirms that not only is the choice of station passed down, but also the love for certain songs and artists. Naturally, their relationship with radio differs from that of those over thirty, but it remains present in their lives, just in a slightly different way.
How do programming schedules and the way shows are hosted adapt to an audience that today expects fast, personalised, and interactive communication?
About twenty years ago, I was one of the first advocates of radio station formatting in our country. This was something we learned from experienced consultants from England and the United States, who, through market research, showed us what the audience truly enjoys listening to. They also taught us one of the most important lessons — that every radio station should be dedicated to one clearly defined target group. You cannot be a station tailored to everyone; you must carefully choose your target audience and adapt everything to that audience. You cannot be a station that caters to all generations — you need to decide what type of station you want to nurture and what you want to be recognised for. When you focus on your target group, listeners quickly recognise and appreciate it, and anyone outside that group who happens to enjoy the station is, of course, welcome. I am certain this is the right path to a quality radio station and the heart of every listener.
Only the platforms will change, but radio will remain true to its essence
What are the biggest differences between the domestic and global radio markets in terms of trends, challenges, and opportunities?
There is not much difference. All of us who run radio stations are truly one big family. We openly share knowledge and experience, aware that this way we elevate the entire radio industry and, in turn, each of our stations. This approach has proven to be an excellent path. In Serbia, we have Radio Days, organised by RAB Serbia, of which I have been the proud president for 18 years, and whose members stand shoulder to shoulder with global radio stations. Our goal has always been that when you hear the radio in Serbia, you feel no difference compared to any world station. I have had the privilege of learning from the BBC, as well as from Heart and Magic stations in London. It is wonderful that such professionals are willing to share their knowledge and inspire others to be better. That is why Radio Days in Serbia, as well as in Europe, gather people from the industry several times a year, where, through panels and lectures, we exchange experiences and learn from each other. Today, we truly discuss the same topics and follow the same trends, whether you are in Belgrade, London, or New York.
How do you assess the position of the media and the level of media freedom in Serbia, and what is the radio’s impact on shaping the public narrative compared to other channels of information?
Radio is, above all, here to entertain, relax, and make the listener happy, bringing new and engaging content. Our focus is on music, shorter program formats, and concise news. Our listeners get everything they need in one place without disrupting the atmosphere of relaxation. We also have what we call a “class schedule” — we know when our listeners wake up, have their first morning coffee, and we adapt our content to those moments. This is how all modern, formatted radio stations around the world operate. Unlike public service broadcasters, which have a different role, radio does not deal with debates and opinions but with music and entertainment. In commercial stations such as Naxi Radio, freedom is complete. We strive to make the program perfectly suited to our listeners. Global research shows that people trust radio more than any other medium. As editor-in-chief, I have had the freedom to decide what will be heard on air for more than 30 years.
How does Naxi Radio maintain its distinct identity, attract new listeners, and preserve content quality?
I remember our early days and how important it was for people to recognise that Naxi Radio was different — that it nurtured domestic pop music and the music of the entire region. We have never changed that concept, as I believe the biggest mistake is abandoning what makes you recognisable. A major turning point in our identity came with the famous Naxi Beach in front of Ušće, where, during the summer, at a time when many could not go to the seaside, we brought in tons of sand, deckchairs, built playgrounds for children, sports courts, and a large stage hosting performances by our most famous artists. People enjoyed free activities, concerts, and unforgettable nights. Today, our listenership continues to grow, and we have built their trust. We keep pace with the times and have developed over 30 digital radio stations, united in the free Naxi Player app, which offers numerous podcasts — from children’s fairy tales to travel, cooking, fashion, and medicine. The cult show “My 50” remains part of the program, while other shows have gradually evolved into a podcast format. We are also proud of our annual Naxi Star awards at the Terazije Theatre. There is also the Beogradsko Proleće festival, for which I serve as artistic director, promoting new pop music and young talents. Every year, we celebrate Naxi’s birthday with music and gatherings of well-known personalities — just as we do with our listeners every single day.
How do you see the future of radio in the next decade, and what continues to inspire you personally in this work?
I see a bright and promising future for radio. It will continue to develop alongside platforms, always finding its way to listeners. When the internet appeared, I said it would only give radio wings — and that’s exactly what happened. Today, Naxi is present on all platforms, from Radioplayer to our Naxi Player app, with digital stations and podcasts that are part of our listeners’ everyday lives. I have always imagined the future of radio through multitasking — while people work, spend time with family and friends, the radio plays softly in the background. Only the platforms will change, but radio will remain true to its essence. FM will keep its form, while digital formats will follow the new times and new generations. We will preserve, adapt, and develop our radio, because radio is not just sound — it is an emotion that follows you wherever you are.