Bifurcation of the Colombian radio business model over the digital in the air ecosystem convergence

Abstract

ICTs have rethought society in all its forms of action and confront the media, this has led to a period of transformation and reinvention within the radio industry to adapt to the technological evolution of audiences, establish routes and set a Action field. Case study that was developed with a mixed methodology that allowed us to characterize the media's actions in the digital ecosystem (web-radio, app-radio and social networks), its new business model and productive routines. It is concluded that broadcasters in their process of digital culturalization strategically in their work propose an analog-digital bifurcation to capture the attention of the public from multiple consumption alternatives.