Radio is the most personal media because it's to customizable. You can call in and request a song, express your opinion on a hot topic, or answer a question correctly and win a fabulous prize. Listeners like that ability to adapt and make constant changes. Music is the most important part of radio programming because you can have anyone talk at you about pointless events and sales, but music is way more entertaining and fun. However, talk radio is also very popular because everyone loves to get his/her two cents in. These conversations can take strange twists and turns and they're fun to listen to, especially when you get the crazy obsessed people who go off on all sorts of tangents. While radio's popularity may have diminished due to television, it's definitely not going anywhere anytime soon.
-Jenn
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