102 years ago, the first radio signal sailed the airwaves in the country. An era for communication began, which would also have important cultural implications. Despite predictions of its disappearance due to the impact of new technologies, radio has known how to adapt. Although in Cuba there is still a long way to go.

Technological evolution has transformed the media landscape. Therefore, to this remarkable capacity for resilience, radio must add the ability to innovate and respond to the expectations of an increasingly demanding and fragmented audience.

One of the main challenges facing radio in Cuba is convergence with digital media. Platforms such as podcasts, streaming and social networks offer alternatives that seem to monopolize the attention of certain sectors of the public, especially the youngest.

These largely emerging spaces allow for content personalization and accessibility that traditional radio, in many cases, cannot match. Radio stations have the challenge of exploring new formats and integrating into this digital ecosystem.

The immediacy, accessibility and ability to reach large audiences, even in remote places or in emergency situations, make it an irreplaceable medium in many contexts. And the cultural heritage it has created, the immense sound heritage, is also remarkable.

It is necessary to constantly reinvent oneself and integration is the way.

The key is to take advantage of traditional strengths, the uniqueness of the medium... without ignoring the potential of new technologies or the demands of new access schemes. The 102nd birthday of radio in Cuba is a cause for celebration, but it can also promote necessary debates about the future of this extraordinary platform for communication and culture.

Translated by Sergio A. Paneque Díaz / CubaSí Translation Staff