Broadcast radio is a very old format - 40 years old, in fact. Music will be chosen for listeners to hear and then broadcast to those within the radio station's assigned frequency modulation or FM coverage area. The DJ or music programmer chooses the music, which is usually influenced by what major record labels tell them is the next big thing, and the station will broadcast it to listeners. This results in listeners being forced to listen to the same type of music repeatedly.

If a listener wants a particular song to be played on air, they have to call in and request it, but this isn't an easy process. Listeners have to wait for some time to get through, and then wait again for the station to play the requested song. Aside from song requests DJs get via phone, fax and e-mail, there is little interactivity between DJs and their listeners. This means that DJs and music programmers get very little feedback from the listeners and therefore have very little to improve on. In the long run, this can result in a decline of listenership.

Admittedly, it is hard for broadcast radio stations to please all of the people of all the time. Different listeners like different genres of music and they usually tune in at different times. Even if a station sets up a specific slot catered to a type of music listener it would be hard to ascertain the best time for that slot be aired. Airing it at the wrong time could lead to a drop in listenership and subsequently, a loss in revenue.

Besides that, the cost and complexities involved in setting up and maintaining a broadcast radio station causes most of its airtime being taken up by commercials. More commercials mean less quality content. It also means more programme interruptions which could lead to listeners tuning out or switching stations.

So how can Internet broadcasting address and solve these issues?

First of all, since Internet Radio can be accessed by anyone with a PC and an Internet access, it is not bound by the limitations of the antenna and therefore, it can go worldwide. Listeners get to choose what they want to hear instead of settling for what's available locally. Some online radio stations like Yahoo! Launchcast allows listeners to create their own station that plays songs only by favourite artistes, bands or genres. Best of all, it can be played at their own convenience.

Online radio stations also give listeners information about what is playing. With the click of a mouse, listeners can request a song to be next on a playlist. Additionally listeners can buy the song being played. They can also interact with the DJ and communicate with other listeners. These conveniences will not only create loyal listeners but also contribute to increased listening time, as people can access an Internet Radio station 24 hours a day - while they work, shop, chat, email or surf online.

As for revenue opportunities, there are plenty to be made in online radio. Media players for Internet Radio is equipped with spaces for advertising banners, promotional messages, and web links, creating new and yet untapped revenue streams. Advertising can now be sold not only to a local market but to a global market as well, giving the station multiple sales opportunities. The players can also be customized with "buy now" buttons so that consumers can purchase albums, books, or products online.

Admittedly, broadcast radio is convenient as it has been around for so many years and users are familiar with its mechanics. However, Internet radio is a huge step forward in the radio program and music industry and it gives listeners the infinite power of choice. Given its global appeal and the rapid growth of wireless technology, it is not surprising if, in the not so far future, its popularity would surpass that of traditional FM radio.