Podcast as a Strategy for the Creation and Distribution of Sound Content within the Digital Environment of Radio in Colombia

Abstract

Colombian sound culture is impacted by the penetration of the podcast and the competition that this implies for the business model and the productive routines of the radio industry, passing from the antenna to the Smartphone. From a mixed, quantitative method -89 podcast hearing- and qualitative -in-depth interview-, through 10 categories of analysis, this research approached 8 radio agents with the objective of determining what is the context of the creation and dissemination of the podcast in Colombia. Connection of the radio medium with the podcast is notorious, however, it is observed that the broadcasters have been delayed in reacting and understanding the needs of an audience immersed in the screen devices. Radio will continue to be a reference in matters of auditory content, but the sound offer must go beyond what can be heard on the traditional antenna.