Radio evolution - ICS - Universidade do Minho

Synergies between broadcast music radio and online radio: how to appeal the youth audience. The Spanish and Catalan caseproposals appealing enough to rise up the interest and satisfy youngster expectations (Martí, Gutiérrez, Ribes,Monclús y Martínez, 2010),and another relevant asset is to foster their websites’ potential (Amoedo, Martínez-Costa, y Moreno, 2008; Requejo y Herrera, 2009). Considering these two premises, one could deduce that theascent that charts 1 and 2 display is the result of the strategies that include the web as part of their broadcastingoffer.However, Internet it is not the panacea itself, neither is it the solution for traditional radio which, withoutdeveloping alternative proposals, the aim endeavors to reach the youngest sector (Bernal Treviño, 2009). Hence,how should these strategies be? There is no discussion they have to account for the fact social networks aremodifying the relationship between the audience and media (Flores Vivar, 2009) 5 , the boost of participation viaInternet (Herrera, S., 2007) and the use of reception devices in the area of entertainment (Berry, 2006;Ferguson,Greer, Reardon, 2007; McClung, Pompper, Kinnally, 2009; et al). These gadgets’ portability was formerly an assetonly owned by radio.Methodological approachThe outcome we hereby present of this paper match the first phase of this present research, whose goal isto define the methodology rapprochement that best suits to our subject of study and main goals, thus validatingthe analysis protocol drafted to analyze the content provided by these four music stations in the conventionalbroadcasting and its Internet location. In this sense, the technical investigation chosen in this initial stage is thecontent analysis, which combines the qualitative and quantitative approach to perform the programs analysis ofthe chosen radio stations, on the basis of their format, subject matter and their websites (making special emphasisin the access to live content broadcasting and content on demand, podcasting), as well as their use of socialnetworks (Facebook, Twitter o MySpace) and many other online sources (Youtube o Spotify).As far as content is concerned, there is a clear position towards the audio content they broadcast fromMonday to Friday (24 hours five days a week), due to the fact it is the slot which collects the most number oflisteners. This strategy has given way to: Produce the schedule of weekly days, since many stations do not provide this information; and toassert the differences and similarities in the content treatment of the most outstanding shows andmusic radio. Detect the references to the content, own website and sporadic references to the net during theday of on air broadcasting.For the purpose of the website’s analysis it has been designed a sample which embraces from generalaspects linked to content available on the website, (corporative information, social network, songs selling, etc.) tothose typical elements of the shows (presenter, podcast, news, etc.). The goal is to verify the existence of streamsbetween the on air broadcasting and online and vice versa. The outcome obtained from both analysis, allows us todefine the convergence models on air/online of the already analyzed music stations, standing its synergy levelsout.The draft protocol of analysis embraces up to 60 variables, which generally speaking it can bedetermined that by manly examining the identifying data of the unit of analysis (which it varies according thefunction of radio broadcasting distribution platform) the content and the service provided, the synergy betweentraditional and online broadcast; the use of social network to convey the participation of young listeners, amongmany other aspects.5 Even though the author makes reference to print press, his perspective can be applied to radio matter.ECREA: Radio Evolution: technology, contents, audiences – conference 2011 | 65