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· 11 July 2016 · 9:51 pm

Radio is the picture on a screen

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Invisible, fleeting and irreversible: for more than a century, radio has been produced, disseminated and consumed via specific receptors through a technology –  distributed across terrestrial waves – that conditioned not only its language, but a whole business model based on the commercialisation of its audio broadcasts. Listeners were the only recipients, and attracting and creating a sense of loyalty in them cemented the habits, consumption and the revenue of the radio industry.

 

But the emergence of the Internet and its progressive, expansive and inexorable convergence with the audio-visual ecosystem have irreversibly disrupted the paradigms that supported the operation of analogue radio, whose operators —initially reluctant to come to terms with the enormous potential of the digital environment— are now facing migration to a new scenario, from a mixed perspective of exploration and experimentation. It seems undeniable that the future of radio depends on its ability to  reposition the analogue brand in the online environment,  to meet the desires of listeners who are now users and, above all, to redirect content to the screen.

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