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 such changes have impacted the structures of the different media. Since the late 20th century, digital radio has coexisted with wave radio, but online broadcasts have an increasing presence. Methodology: First, we conducted a literature review on the scientific research published since the beginning of digitalization to identify the items that shaped the evolution of current radio. Then, we completed the analysis by consulting expert reports and audience data from the EGM. Results: The new scenario, which has a multimedia and transmedia dimension, is characterized by formats, languages, and contents that widely differ from traditional ones. 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. The audience is immersed in a process of constant change and content has to be adapted to the needs of the users (cross-media). Discussion and conclusions: The new listening habits generated by media convergence require rethinking the way of measuring radio consumption, both in conventional stations and online platforms, to better understand the needs of citizens and give them an adequate response. It is also urgent to adapt professional profiles to the current reality.