This year’s celebration of International Radio Day, established by UNESCO in 2011, focused on the theme “Radio and Artificial Intelligence: AI is a Tool, Not a Voice.” The discussion highlighted how software and applications based on artificial intelligence are creating a new chapter not only for innovation but also for deepening connections with audiences. According to a statement released by UNESCO on February 13, when used ethically and responsibly, AI can enhance professional judgment, creativity, and the values of public service, acting as an ally in building audience trust.
In an interview with the Montenegrin publication Pobjeda, radio host and journalist Aleksandar Ćosović emphasized that radio is far from a fleeting trend. He noted that the medium does not require a fundamental change in technology to remain relevant. “Radio, by its nature, travels through space like the wind,” he explained. “Technological innovations may change the mechanics, sound, and techniques, but they do not alter the essence of radio or the quality of the people who work in it.”
Ćosović argued that while artificial intelligence can assist in organizing content, it cannot replicate the immediacy and spontaneity of a live radio host. He indicated that future radio stations might see an increase in online platforms without human presenters, particularly for purely musical broadcasts. “Serious radio stations that engage in news and local events cannot survive without a human voice,” he stated, underscoring the necessity of personal engagement in radio programming.
The radio veteran expressed his belief that older generations will always seek content that is meaningful and relatable. “Listeners enjoy hearing familiar voices during their daily routines, whether they are enjoying coffee or commuting,” he remarked with a smile. He acknowledged that trends, especially in music, are crucial for radio stations to remain competitive. Morning shows, for example, are often characterized by classic artists alongside contemporary hits, ensuring they resonate with a wide audience.
When discussing the concept of a “break” in radio programming—the segment that connects songs and advertisements—Ćosović noted that its fundamental structure remains unchanged. “The elements of identification, information, and content announcement are still vital,” he said. He believes that while the circumstances may have evolved, the core of radio communication has not.
Despite predictions that podcasts would revolutionize radio, Ćosović sees both mediums as distinct yet complementary. “Radio is linear and live, while podcasts are on-demand. They are not substitutes for one another,” he explained. He advocates for integrating podcasts into radio programming rather than allowing them to overshadow traditional formats. “For me, radio will always take precedence,” he asserted, highlighting the accessibility of radio, which requires only ears to engage with, unlike podcasts that demand visual attention as well.
In terms of education and training for aspiring radio hosts, Ćosović regards radio as an excellent platform for developing clarity and responsibility in communication. He advises newcomers to avoid political affiliations, suggesting that they should see radio as a creative space rather than a medium for political agendas. “Maintaining one’s identity and personal views is essential,” he emphasized.
Traditional media, while no longer the sole source of information, still bear significant responsibility, according to Ćosović. He pointed out the differences in how newspapers and television must adapt to survive in the digital age, while radio retains its simplicity and flexibility. “Radio does not require a screen or costly production; it thrives on trust,” he concluded.
Looking ahead, Ćosović believes that radio will continue to evolve but will not resemble its form from 30 years ago. “There will be FM frequencies, streaming, applications, podcasts, and content tailored for social networks,” he outlined. He stressed that credibility will be key in a landscape filled with information overload and AI-generated content, as audiences increasingly seek trustworthy and locally relevant voices.
The Montenegrin radio landscape, he remarked, is alive but fragmented, overly reliant on templates and inexpensive music reproduction. He called for stronger local profiles and content recognition, urging investment in original programming, youth education, and improved professional standards. “What we need is more authentic Montenegrin storytelling, bolder editorial approaches, and higher salaries,” he concluded, reflecting on the potential for growth within the industry.
As a seasoned figure in the music scene, Ćosović also noted a resurgence in the local music industry, attributing it to new energy and talent. He highlighted initiatives like Montesong, which have successfully promoted local songs and provided a platform for emerging artists. “Radio plays around the clock, so there is always room for new music,” he said, expressing optimism for the future of both radio and the Montenegrin music scene.
