Gestión y operación de la radio en Internet

Abstract

Abstract: Internet has modified the way in which content is presented, adapting to new formats and platforms, even mass media has been forced to change in the face of this technological media convergence. Traditional radio stations are experiencing a transition period as bitcasters are a new phenomenon in people s everyday lives. This study has been developed in order to determine if the strategic and operating business models are functional for the new radio stations formats for Internet. Six radio stations were selected as study subjects, defined by highest national rating; a mixed methodology was applied to evaluate the criteria of radio stations directors and experts concerning the radios' development strategies for Internet and contextualizes the data with a content analysis of each radio s webpages. The results show that radio stations have to adapt to the audience s requests, most of whom are young audiences, and present contents in a new format, such as 3D and 8D audio, which improve audio quality and sound sharpness.