People enjoy listening to radio at different moments of their everyday life, turning it into an essential way to acquired knowledge and information. In the postmodern era – so changeable in its vertiginous trajectory- , when human beings are subjected to social rhythms, radio programming is no exception, since it demands strategies and tools for the proper planning of development of the activity.

Radio was born with technological development; it started a "stagnation" process and its immediacy began to flag. Live radio has better acceptance on the part of the audience and in this case, the radio producer has to be used fully to radio production. That effort – when it is carried out conscientiously- can be widely compensated, with competent and effective work.

In the new guidelines currently being discussing by the Cuban people with a view to the Party Sixth Congress, a global strategy to be attained by the mass media is focused on: providing the people with more guidance, education and information at any time. How can that purpose be achieved? It is be possible with live radio, not aiming at broadcasting two-hour shows, but gaining more shows with the quality required.

Such results can be achieved if writers, journalists, announcers, radio advisers, sound producers, artists, and representatives of the mass media are well trained for them to be competent, studying and getting informed in such a way that they are able to persuade, convince and cheer the audience up. They should draw attention to themselves to increase the productivity and quality.

For the radio and its producers the subject of the economy is not only related to numbers, but also to culture, education, agriculture, health, the latter including  nutritional habits, physical exercise and people’s recreation. Taking into account the wide range of issues, the radio and television turn into carriers of knowledge. We refer to knowledge -considered worldwide as the most important element for any organization- as a crucial economic resource. Now, the Cuban mass media are called on to broadcast live to show a new reality, in keeping with those changes aimed at strengthening the Cuban society.

So, getting knowledge is required; it is aimed at developing skills to create competence for human development with the aim of increasing a cultural background, as well as the spiritual and moral values to achieve a better productivity of goods addressed to the Cuban family, the community and all the country. To achieve these purposes planning is required.

What are the concepts we must include in such planning to broadcast live for a living radio? Planning means to administrate and organize for life, trying to give it an order in advance. If we have at hand the ideological and political guidelines to achieve the purposes and aims drawn up, we must appeal to old and new researches on the environment since we need elements on  what it has happened and what is happening now.

Planning entails moving away from improvisation, conceiving several purposes – including different ideas, scripts or programs- to carry them out or broadcast them, as appropriate, to reach the audience, in the most efficient and effective way. Live radio can be compared to a clock mechanism plus planning, a tool used to decide what to do and how to do it. Through that planning doubts are clarified, sources of information are known, and harmonious relationships are established. Also, required resources, schedules and audiences are defined. All of it makes the monitoring and checking of the final product, the radio program, possible.

What are the planning advantages for live radio? It allows having clear aims and objectives that help to broadcast more effective programs, making the coordination of activities easier, directing the program staff with efficiency – each one of them with their guidelines- and increasing motivation since there is clarity of direction, objectives and the main objective of programs going out.

A translation by: Silke Paez Carr

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