February 13 is the day we celebrate radio - the oldest electronic media, born in the 19^th century. Following a request from the Spanish Radio Academy, in November 2011 UNESCO proclaimed February 13 World Radio Day – this is the date the United Nations established the United Nations Radio in 1946.

This year on World Radio Day UNESCO is focusing on the young, not just as listeners but as journalists, producers and anchors. The Bulgarian National Radio which recently marked its 80^th anniversary is the carrier of a powerful public and cultural tradition. With its two national channels – Horizont and Hristo Botev – with its eight regional radio stations, its music formations the “old house” as it is known, is today one of the most prestigious cultural institutions in the country. Cutting-edge technologies have also found a place at the BNR with its Miltimedia Programmes, which include Binar Internet radio and Radio Bulgaria in 11 languages. To mark the anniversary the BNR hosted an international conference with the participation of top names in radio, discussing, among other topics, youth and radio.

Christian Vogg, head of the European Broadcasting Union Radio Department knows how young people can be attracted to good old radio:

“Here we are talking about one of the many ways young people can be attracted i.e. a technical platform that is used mostly by the middle-age generation. This is not enough, far from it – the public media must offer the respective content and start “talking” in the language of the young so as to win them over as listeners.”

Marc Savary from Swiss Radio, member of the EBU Euroradio committee says that we must be the “lighthouse in the storm and fog” for young people:

“What is most important is that they trust us – not just for the quality of the product, its references, how serious it is etc. We must employ all channels to get through to them – from twitting the content of a given programme and an invitation to take part in it – not just with questions but with original playlists. This is something that is frequently done in our night shows for the young, who often take the place of the anchors in the choice of music.”

On World Radio Day, this year dedicated to the young and radio, we turn to our colleagues from Binar – the BNR’s Internet radio was created just three years ago but has already earned a place of honour among listeners. Its editor-in-chief Milen Dimitrov explains how they attract the public in the endless ocean of information:

“There is one way and one way only – unique content. This is indicated by all analytical Internet instruments. Young people tend to change their preferences often so the content must be tailored to their interests. Herein lies the function of public media and broadcasters – they have to keep up with the times and set down tendencies.”

Journalist Antonia Antonova has been with Binar since the very beginning. She feels that is where she belongs because in terms of work, way of communicating and existence even, she lives online. She is free to play out her fantasies, to ask questions and look for answers on “urban life” from all angles. She wants to make a difference:

“What I do with pleasure and I consider meaningful is to view reality through the prism of humour. I want my texts to be entertaining. I don’t think that things that are funny or amusing are any less serious, on the contrary to my mind this is an approach that is highly responsible. It is a good way to show up society’s faults.”

Beloslava Dimitrova also grew up in a radio environment. She too has been with Binar from the outset and says what attracted her were the new formats. To her poetry is life. Even though she is young, she presents lesser-known poets, using the BNR’s Golden Fund audio archives. That was how the feature Poets reading their own selves came about:

“They are people I wanted to find out more about – people of integrity, people who have never held the reigns of power. They are fated to be lonely of their own choice. Poets who want to keep their dignity, their poetry because it is a document – a testimony to one’s actions, to the way one sees the world, to what one is capable or incapable of.”

English version: Milena Daynova