Portal of the Cuban Radio in the Internet

May firs

Commercial radio in Cuba

Radio, this powerful media, which some insist on classify as inferior, is no exception if we assess as fairly as its historical development.

For this occasion, if you find it interesting, I will speak briefly about an edge that can be useful; I mean commercial radio in Cuba, which covered the period between 1926 (4 years after the official opening of the radio) and 1959 coinciding with the triumph of the Cuban Revolution.

It was the time of advertisement on the radio, whose schedules were governed by so-called sponsors or commercial firms in practice were the economic livelihood of the same, because they paid the propaganda that provided the service station.

However, it was not who elaborated radio messages were aired, but a third link, the ad agency called (Siboney, Guastela etc). This entity, unlike the staff of the station, had specialized, able to build commercials with true efficiency from the standpoint of communication staff.

Allow me a few examples of advertising slogan: "Cerveza Polar, la cerveza del pueblo, y el pueblo nunca se equivoca. "Café Pilon, sabroso hasta el ultimo buchito "; "Partagas, el cigarro que gusta mas "; "Usted si puede tener un Buick." Sure, I think very useful for future opportunities, reveal the objectives behind the message, they hid; believe me it's an interesting argument.

At first our people from within -Be present we refer to the decade of the 20s of the last century were valuable people, and say well, true love romantic or betting middle by his victory with a tenacious and dedicated work of sacrifices; which undoubtedly deserves our appreciation and admiration for all those who have continued the way they started.

But very early the logical desire to give the station a more advanced technology, which in practice was impossible, because it does not count on any income that will enable manifested. So, ie that the US experience in advertising was considered by Cuba, to establish such a system of economic support: the commercial.

What happened then? In the country there were powerful companies capable of supporting a new system of relations with the public, and had naturally turn to small traders who received the offer of stations with great apathy and coldness, as they felt that the owners of plants were "beggars": people who came to ask for money. But it happened what had to happen: the radio grew and developed by the tremendous efforts of a group of lovers, technicians, artists and organizers. That's when business interests realize the importance of radio as a means to increase their income. Both invade the radial field reaching the point of subjecting the programs to their own interests.

This situation also led to a permanent surveillance or monitoring practicing commercial firms to see how far the station regularly meet with the announcement that paid, ie, in what times, how often, etc. Sure, the amount of the payment was dependent precisely on the basis of whether it was more or less in prime time audience; if you preceded or happened to a large audience program and other conditions.

This is the reason why, over time, it was established as a standard program of 27 minutes instead of 30; other 57 minutes and one hour. That is, in both cases were available for three minutes of commercial messages work, this being has fulfilled to this day, clear message now has other purposes.

Yesterday in Cuba, were trading with interest to sell, it was the epoch of advertising; Today the propaganda of public good for the benefit of the population to form, mobilizes, educate, educate, entertain, etc. The mechanisms for achieving effective communication in either case can be considered identical or very similar, but the objectives are undoubtedly abysmally different.

Honor those who created yesterday to today that we have a real media to serve the people.

Translated by Daysi Olano Fernandez

Pin It

Add comment

Security code

Summary of featured news

Cuban President received Ralph Gonsalves, Prime Minister of Saint Vincent and the Grenadines, on Monday [ ... ]


Bruno Rodríguez Parrilla, Cuban Foreign Minister, reiterated today from Vienna, Austria, the willingness [ ... ]


Speaking during the National Assembly Extraordinary Session, taking place today, June 1, the President [ ... ]


Cuban First Vice President Miguel Díaz-Canel reaffirmed, yesterday May 29, that his official visit [ ... ]


The news

Cuba and Syria Ratify Interests in Parliamentary Exchanges

Tuesday, 20 June 2017
IMAGE The President of the Syrian Friendship with Cuba Parliamentary group, Ayman Malandi ratified on Monday in Damascus an interest in exchanges at that level between both nations during an encounter with the Cuban ambassador to that country, Rogerio...

Cuban Health Colaboration Extended to 162 Countries

Tuesday, 20 June 2017
IMAGE Cuba’s health professionals abroad totalling almost 373 thousand have offered their medical aid to 162 countries since its first colaboration to Chile in 1960.

Statement by the Revolutionary Government of Cuba

Monday, 19 June 2017
IMAGE On June 16, 2017, US President Donald Trump delivered a speech full of hostile anti-Cuban rhetoric reminiscent of the times of open confrontation with our country in a Miami theater.

Cuban Radio Podcasting

About this website

The opinion

London Fire: What is the value of life in the UK?

IMAGE Arnold Turling is a very angry and unhappy man — vindicated, but at what cost?

Trafficking in persons: Life is not a commodity

IMAGE Trafficking in persons, considered to be a “21st century form of slavery,” is a phenomenon that transcends borders and demonstrates that in many parts of the world, human rights are still not guaranteed

Featured audio

Insecurity and Fear Prevail in Macri's Argentina

Read more ...

Cuba and U.S. Take New Step Toward Normalized Migration

The governments of Cuba and the United States agreed on Thursday to take what they described as a major step toward the normalization of their migration relations, seeking to reach a regular, safe and orderly flow of migrants.

Radio News Cuba # 333

Radio News Cuba. Special weekly audio news summary published by the Cuban Radio System from 16 to 23 october 2016.


Radio Habana Cuba
Fidel Castro Always Had Strong Links with Sports

Right fielder and former member of Cuban baseball team Luís Giraldo Casanova considered the recently deceased leader of the Cuban Revolution, Fidel Castro, as the best sponsor of sports in Cuba.

Cuban Radio
Fidel’s concept of Revolution

"Revolution is having a sense of the historic moment; it is changing everything that must be changed; it is full equality and freedom; it is being treated and treating others like human beings;

Darcy Borrero Batista / Translated by ESTI
Without fear to the World

The radio serial El derecho de nacer by Félix B. Caignet opened the genre in Cuba setting the trend for the flourishing of melodrama in other media, like television.

Reinaldo Cedeño Pineda / Translated by ESTI
Radio and the Difficult Road of Identity

Identity is a term that is often used, but is difficult to define. It carries many labels and many assumptions because it is what identifies us and even how we believe we are.

For the researcher Fernando Martínez Heredia, identity is the daughter of a slow and very prolonged accumulation of cultural, geographic, ethnic and other aspects, of its shocks [ ... ]



Yohana Pérez Monrabal / Radio Guamá
A man short of words, good hearted and passionate for the radio

His name may be known to regular listeners of Radio Guamá, because at the end of many of the reports, chronicles, information and other journalistic genres or programs, it is often said:

Rafael Suárez Portuondo / CubanRadio
Ivón Albelo Medina: I don’t get tired

On the occasion of the 59th anniversary of Radio Rebelde, I took interest in the search of a professional of the radio station founded by Che, and I found her immerse in her work, well focused, at the computer of her small office. She is the Head of the Reporters’ Department in Radio Rebelde Ivón Albelo Medina.

Dayani Haro Córodovez / Radio Reloj
The News Food and Passion (+Video)

He is our Chinese, the one who joined the station family 40 years ago and did it to stay. News is in his blood. That is why he is right there, where he can be thoroughly dedicated to journalism. It was in October 1978 when Lázaro Chiang Macate entered Radio Reloj. He remembers his start, as editor, and the very day he met the leader of Cuban Revolution [ ... ]

Cuban Radio
Yuniel Rodríguez Chávez: You need to learn from your mistakes

No matter the media you work for. A good reporter should be overcurious, read about everything, be punctual, hardworking; but especially lavishing humbleness, kindness and have a critical look which stems from his professional training.



Silvio J. Blanco
Commercial radio in Cuba

Radio, this powerful media, which some insist on classify as inferior, is no exception if we assess as fairly as its historical development.

Dayana Cardona González / Radio Cadena Agramonte
Camagüey Marks 91st Anniversary of First Radio Transmission

On January 16, 1924, Camagüey became the second city in Cuba, following Havana, and one of the first ones in Latin America- to transmit a radio signal.That was a major cultural and technological event in those days, because then radio broadcasting was something.

Lorena Ferriol Ortiz
Radio 26, in the heart of Matanzas

Radio 26, the station of your heart, as is identified by its listeners in the central province of Matanzas, celebrates this December 23th its 55 anniversary of continuous defense of Cuban culture and Cuban identity.

Yaimara Cruz García / Radio Victoria
Las Tunas: The radio in the memories of Maria Josefa

Whether it was coincidence or fate that stood in front of my journalist recorder María Josefa, an old woman that recently turned 100 years old province of Las Tunas and who that morning had a long and pleasant conversation.

So once I heard about over Radio Circuito, station a rich history that preceded Radio Victoria, and on September 20 turned 61 years [ ... ]