Transformation of the Colombian Radio Industry

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Transformation of the Colombian Radio Industry Article From the Antenna to the Display Devices: Transformation of the Colombian Radio Industry Andrés Barrios-Rubio Faculty of Communication and Arts, Nebrija University, 28240 Madrid, Spain; [email protected] Abstract: Consolidation of the digital environment has become an irreversible global reality and, for the Colombian radio industry, it implies not only assuming a process of transformation in its actions, but, above all, continuous learning. Technological innovation imposes new forms of consumption whose logic corresponds to new systems for the production, distribution and commercialization of information, culture, science and entertainment. Object of study. Adaptation of the radio medium to the digital ecosystem of audiences invites us to focus the attention of researchers on the media’s use of web-radio, app–radio and social media; the relevance of sound semiotics compared to other components of the message on users’ screens; and the alterations suffered by the business model and productive routines of the radio. Methodology. This research took as its focus of study three Colombian radio stations and their informative stations—Caracol Radio, W Radio, Blu Radio, RCN Radio and La FM—through a mixed methodology. Quantitative instruments—numerical data to monitor activities on social platforms—and qualitative instruments—interpretation of messages and visual composition of the message—allow for the monitoring and analyzing of the performance of the radio medium in the digital environment, and the tactical approach of radio agents to delineate the strategies that promote the expansion, positioning and participation of radio in the Colombian Citation: Barrios-Rubio, Andrés. media ecosystem. Results. Normalization of connectivity, ubiquity, timelessness and interactivity 2021. From the Antenna to the Display Devices: Transformation of are, today, inherent values of the content broadcast by the radio industry, which needs to appropriate the Colombian Radio Industry. the tastes and interests of the audience through multi-device, multi-tasking and multi-user devices. Journalism and Media 2: 208–224. Conclusion. Consumption actions of listeners: users are concentrated on the Smartphone screens, https://doi.org/10.3390/ which provides a habit of listening and monitoring that forces the media to incorporate the format— journalmedia2020012 and language—of video into their productive dynamics in order to attract and retain the attention of their audiences. Academic Editor: Andreu Casero-Ripollés Keywords: radio industry; business model; productive routines; digital ecosystem; digital applica- tions Received: 30 March 2021 Accepted: 1 May 2021 Published: 11 May 2021 1. Introduction Publisher’s Note: MDPI stays neutral The history of the media in Colombia, as it happens in other countries, has its origins with regard to jurisdictional claims in in the 18th century, with the press. The media broadened its spectrum with radio at the published maps and institutional affil- beginning of the 19th century, was projected with television in the middle of the century iations. and globalized with the Internet in the twentieth century. Radio broadcasting arrived in Colombia with the HJN station on 7 August 1929; through the State, a public radio came into convergence with commercial alternatives that emerged from 8 December 1929, with the emergence of the station La Voz de Barranquilla (Barrios-Rubio 2011). Since its arrival, Copyright: © 2021 by the author. radio has evolved to become, due to its audience, social impact and industrial consolidation, Licensee MDPI, Basel, Switzerland. one of the most important mass media communication in the country. It went from being This article is an open access article seen as a scientific curiosity to positioning itself as a modern means of mass communication distributed under the terms and that, around music, news, sports, humor, events and contests, captures the attention of the conditions of the Creative Commons Attribution (CC BY) license (https:// Colombian public (Barrios-Rubio 2020). creativecommons.org/licenses/by/ Currently, radio adapts its actions to the demands of society and appropriates the 4.0/). advantages that technology brings to its broadcasting systems (Barrios-Rubio 2011). The Journal. Media 2021, 2, 208–224. https://doi.org/10.3390/journalmedia2020012 https://www.mdpi.com/journal/journalmedia Journal. Media 2021, 2, FOR PEER REVIEW 2 Journal. Media 2021, 2 Currently, radio adapts its actions to the demands of society and appropriates the209 advantages that technology brings to its broadcasting systems (Barrios-Rubio 2011). The positioning of screens of technological devices in the consumption processes expands the businesspositioning model of screensand the ofproductive technological routines devices of the in theradio consumption medium to processes satisfy the expands needs of the thebusiness modern model audience: andthe presence productive on the routines Smartp ofhone, the radio broadcasts medium on to the satisfy air and the needsstreaming of the inmodern web-media audience: and app-radio presence onruptures the Smartphone, the synchronous broadcasts communication on the air and model streaming with in the web- podcast,media andthe app-radiocoincidence ruptures of the thesound synchronous semiotics communicationwith the audiovisual—written model with the podcast,in the structurethe coincidence of the discourse—visualization of the sound semiotics withof the the medium audiovisual—written in the social settings in the of structure the net- of workthe discourse—visualizationand the timelessness of consumption, of the medium among in the other social factors. settings The of business the network model and has the adjustedtimelessness to listeners of consumption, who, with a among traditional other transistor, factors. The become business users model and tune has in adjusted in vari- to ouslisteners ways (web, who, withSmartphone a traditional and other transistor, modern become devices) users (Barrios-Rubio and tune in in 2020). various ways (web, SmartphoneThe current and media other map modern reveals devices) the characte (Barrios-Rubiorization 2020of a ).new audience—people im- mersedThe in visual current and media multimedia map reveals culture the who characterization centralize all oftheir a new consumer audience—people actions in the im- Smartphone.mersed in visual This is and a scenario multimedia in which culture ther whoe is centralize a hybridization all their of consumer local forms actions with inthe the internationalSmartphone. agenda; This is sharing a scenario a world in which that thereis recognized is a hybridization and rethought of local from forms the media- with the tioninternational of the subject agenda; with sharingthe environment. a world that ICTs is recognized have not only and shaped rethought the from culture the in mediation which theyof thelive, subject but also with rethink the environment.the subject’s relati ICTsonship have with not onlythe media shaped they the use; culture the audience in which establishesthey live, butnew also interaction rethink thestrategies subject’s with relationship the media with industry, the media which they influences use; the audience what theyestablishes think and new how interaction societies strategiesbehave. with the media industry, which influences what they thinkThe and radio how industry societies in behave. the Colombian media ecosystem reflects a habit of auditory consumption,The radio consolidated industry in online the Colombian (29%) and media offline ecosystem (89%) (Kantar reflects IBOPE a habit Media of auditory 2019). Thisconsumption, is a phenomenon consolidated that denotes online majority (29%) and access offline from (89%) mobile (Kantar phones Ibope (Figure Media 1);2019 a ).situ- This ationis a that phenomenon makes the that Smartphone denotes majority a key piece access for from the future mobile of phones the hearing (Figure industry1); a situation (Bar- rios-Rubiothat makes and the Gutiérrez-García Smartphone a key 2016). piece The for theconventional future of the and hearing virtual industry dynamics (Barrios-Rubio of a sector interveneand Guti inérrez-Garc the personalizationía 2016). The of conventional an audiences’ and sound virtual card dynamics (Bull 2010) of a sector of the intervene national in economy,the personalization which does of not an audiences’ignore the soundgreat cardmass ( Bullof listeners 2010) of but the nationaldoes focus economy, on specific which nichesdoes of not users. ignore the great mass of listeners but does focus on specific niches of users. 10–24 25–34 35–44 45–54 55–64 years years years years years 52% 49% 43% 31% 24% FigureFigure 1. 1.SearchSearch by by voice voice or orvoice voice commands commands in ina mont a month.h. Source: Source: own own elaboration elaboration with with Hootsuite Hootsuite 20202020 data. data. TheThe internalization internalization of of the the environment environment in online,online, digitaldigital scenes scenes in in which which the the sound sound me- mediadia industry industry reinvents reinvents and and diversifies diversifies its its business business model model ( Barrios-Rubio(Barrios-Rubio 2020 2020),), productive produc- tiveroutines routines (Said (Said et al.et al.2013 2013),), content content distribution distribution systems systems (Marta-Lazo (Marta-Lazo and et Ortiz al. 2016) 2016 and) and narrativesnarratives (Martínez-Costa (Martínez-Costa 2015) 2015 in) inthe the digita digitall sonosphere
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