Cross-media radio and hybrid radio: the new way to inform and entertain yourself on the digital stage

Abstract

Introduction: The Internet has transformed the media landscape and digital radio is an example of how the changes have affected the structures of the different media. Since the late twentieth century, digital radio has coexisted with wave radio, but online broadcasts have an increasing presence.

Methodology: An in-depth review of the literature and expert reports (RAJAR) has been carried out, including an observation of the offer of the main radio stations and audience according to the EGM

 Result: The new scenario, which has a multimedia and transmedia dimension, is characterized by formats, languages and content very different from traditional ones, in line with the demands of an increasingly fragmented. Mobile devices have made it possible to approach new sectors of the audience to respond to new consumption habits thanks to streaming and podcasting, which modified the forms of access to content. In this multiplatform context, it is necessary to redefine what radio is, something on which there is no consensus in the academic, scientific and professional world.  The audience is immersed in a process of constant change and the contents have to adapt to the needs of the users (crossmedia). Conclusions and discussion: The new listening habits generated by media convergence require rethinking the way of measuring radio consumption, both in conventional stations and online platforms, to know precisely the needs of citizens and give them an adequate response. And it is also urgent to adapt professional profiles to the current reality.