SPECIAL REPORT

The Latin American radio panorama The future of radio in Latin America: a new revival

Madrid, December 2013

BARCELONA BEIJING BOGOTÁ BUENOS AIRES LIMA LISBOA MADRID MÉXICO PANAMÁ QUITO RIO DE JANEIRO SÃO PAULO SANTO DOMINGO THE LATIN AMERICAN RADIO PANORAMA THE FUTURE OF RADIO IN LATIN AMERICA: A NEW REVIVAL

1. INTRODUCTION 1. INTRODUCTION 2. THE RADIO SECTOR IN LATIN AMERICA Radio in Latin America, as in other parts of the world, is about to have 3. WHAT DO PEOPLE IN LATIN a second wind, thanks to the application of new technologies to the AMERICAN COUNTRIES LISTEN TO? medium of radio. First heard in the 1920s, radio reigned unopposed until the 1950s and 1960s when television was introduced. 4. BUSINESS GROUPS 5. DIVERSIFICATION OF SUPPLY The audiovisual world dethroned radio but did not lead to its 6. CONCLUSION: THE FUTURE OF disappearance or extinction, as some predicted. It survived thanks RADIO BROADCASTING to its greater closeness to the consumers (listeners) and its greater immediacy and flexibility, but it clearly lost prominence as a means of mass communication. LLORENTE & CUENCA However, in this second decade of the 21st century, the Internet and the new "a la carte" communication methods may lead to a radio revival. In addition, the large number of stations has made radio in Latin America more heterogeneous and flexible, adapting to the political, social, religious and ethnic needs of the listeners.

In this report we will uncover the state of radio broadcasting in Latin America today (what is listened to and who listens to it) and look at the future prospects for this medium.

Specifically, we will look in more detail at the following aspects: the state of radio broadcasting in Latin America today, the fragmentation of audiences, the heterogeneity of supply, the consolidation of the large media groups and the outlook for this medium.

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2. THE RADIO SECTOR IN study carried out by Reputation LATIN AMERICA Institute and Inmark Perú.

The radio sector in Latin America Great ability to adapt has two virtues that put it in a very good place to keep consolidating One of the real historical virtues its position: of this medium is its great ability to adapt to new times and to It enjoys prestige among the changes, thanks to being more "Radio is, and will remain population as a whole and the flexible. It found an alternative for a long time, the listeners in particular. role to television when television means of communication first appeared (appealing to its par excellence in Latin Radio continues to be very important greater immediacy) and it has done America" in Latin America. Reports by so again with the arrival of the Latinobarómetro1 normally suggest Internet (underlining its closeness that it is the trusted medium for to the listener). much of the population, with a 55% approval rating. Radio offers people As argued by Marta Garrido and company and entertainment, and Laura Pinto in an article in Radio for many it is currently the only Netherland “the new technologies, medium for finding out what is far from having supplanted radio, happening in their country. have made it more universal. Radio is merging with the Internet and This prestige is even more is adapting to the social media. pronounced for the stations Despite there being an increasing broadcasting in FM than it is number of people with access to for those operating in AM, as the Internet, its use is still limited highlighted by the radio specialist in Latin America since only 27% Tito Ballesteros who concluded that of people have Internet access. “AM is becoming less valued and In any case, radio is, and will FM more listened to. The findings remain for a long time, the means of the study support this argument: of communication par excellence there are 6,892 AM stations in Latin in Latin America. Although it has America and 13,394 FM stations”. changed its format along the way to adapt to new times, its essence An example of this prestige and remains intact”. trust can be seen in Peru, where it is worth discussing the case of This ability to adapt has increased Radio Programas del Perú (RPP), over recent times, with changes to since it is not only the means of the entire process involved in radio communication with the best broadcasting: in the different reputation in the country, but areas of production, broadcasting, also the only medium in the Top reception and interaction between 10 of RepTrak Pulse Perú 2012, a the transmitter and the receiver.

1 Latinobarómetro is an opinion poll that each year carries out around 20,000 inter- views in 18 Latin American countries representing more than 600 million inhabitants.

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From the point of view of production, through computers, mobile phones the Internet is increasingly used for and tablets is increasing. producing radio programmes and this encourages connectivity since it makes it possible to access a 3. WHAT DO PEOPLE IN larger number of indirect sources LATIN AMERICAN COUN- and also to share productions in a TRIES LISTEN TO? way that is much more immediate than was possible with sending The structure of the radio sector "The structure of cassettes or CDs. is very similar in most countries the radio sector is in the region, characterised by very similar in most Thanks to the Internet, radio being extremely fragmented. countries in the region, broadcasting has lost its ephemeral There are two or three national characterised by being nature since the mass sharing of channels, controlled by large extremely fragmented” sound files is now possible after communications companies, that they have been broadcast, for are focused on audience numbers, example in podcast format. As a and a large number of other result, digital publishing and the broadcasters more focused on possibility the Internet offers to certain social niches, such as music store content online implies a great stations for the young, evangelical transformation for radio. stations for the religious groups and community stations for the One example of this is the indigenous sectors. It is clearly Colombian station Blu Radio, a case of having a fragmented whose aim is to be a station that audience and the radio stations can be listened to on the radio, responding to this by diversifying over the Internet and through their service and content. mobile phones. The same is true in Peru with RPP, which Taking as our base a study by in addition to being available Tito Ballesteros López in 2012 through the television and the “La radio en América Latina y radio, shares information in real el Caribe, Mapa Interactivo” time on its website and adapts to (Radio in Latin America and the the new digital platforms, such Caribbean, Interactive Map), we as Facebook and Twitter. It does can see that “the country with the so because of its policy of always fewest number of radio stations being connected to its audience. in AM and FM is Cuba (62) and the one with the most is Brazil The way in which radio broadcasts (3,788). The Central American are received has also undergone countries have a total of 3,649 significant changes with the stations while the South American appearance of mobile phones that countries have a total of 21,039. offer many more features than Brazil is the country with the most simple telephone communication stations, followed in order by Peru and that have FM receivers. and Chile”. Similarly, mp3 players facilitate the production of content to download Looking at the figures country by and share. The use of online radio country, and taking into account

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the lack of reliable audience over a decade. After 13 years figures in most of these, we can of leadership by Radio 10, paint the following picture of the Mitre has fought back in 2013 current situation: in relation to mornings on AM.

• In Argentina the two According to Ibope figures, generalist stations with the in June 213, in the generalist highest audience figures are area, Mitre had 41.6 points, Radio Mitre (owned by the compared to 19 for Radio 10. Clarín group) and Radio 10 In third place was La Red, (belonging to the H Group until with 12.2 points, followed by 2012 and now in the hands of Continental with 9.1. The table the entrepreneur Cristóbal of the six most listened to was López) which have been completed with Radio Nacional, fighting over the top spot in with 5.7, and Del Plata, with an terms of audience figures for average of 4.6 points.

• In Chile, the stations with DISTRIBTION OF AM AND FM FREQUENCIES IN LATIN AMERICA the highest audience figures, AND THE CARIBBEAN according to the international Country Stations Stations Total sta- consultancy firm Ipsos, are AM FM tions by Corazón with 8.5 %, followed country in second place by Bío Bío with Mexico 675 388 1,452 7.7%. After these comes FM Dos Guatemala 288 52 280 and Cooperativa, both with an El Salvador 100 148 248 audience share of 5.3%, ADN Honduras 277 626 903 (3.3%) and Agricultura (1.9%). Costa Rica 56 69 125 These are stations with very different profiles and they Nicaragua 52 228 365 are a good example of the Panama 99 177 276 fragmentation seen in these Colombia 850 1,124 1,974 media and in radio in general. Venezuela 680 563 1,243 The audience for Bío Bío is the Ecuador 233 926 1,173 over 25s, while Corazón has a Peru 466 2,192 2,732 different target audience, the Bolivia 850 262 1,112 young listener. Brazil 1,583 2,205 7,763 • The pattern is the same in Chile 174 1,410 1,994 Colombia. There are two Uruguay 89 283 372 large generalist stations Paraguay 72 637 752 (Caracol and RCN) backed by Argentina 177 1,839 1,924 powerful consortia fighting Cuba 28 34 62 for the top spot in terms of audience figures. Dominican Republic 143 231 394 Total stations 6,892 13,394 25,144 Caracol Radio is the station

Source: Tito Ballesteros, “La radio en América Latina y el Caribe, Mapa interactivo” (Radio with the largest audience, in Latin America and the Caribbean, Interactive Map) with 1,874,000 people tuning

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in each day. Caracol has 3,700 if we add up the almost 39.31% of the speech radio 1,700 on AM and 2,000 on market, while RCN has 26.20% FM. For a while, the habit “Radio in Brazil and Olímpica 13.81%. In terms of listening to the radio has experienced an of listeners per network, these grew very rapidly but since are 9,538,000, 6,357,000 and the 1990s the penetration enormous boom since 3,352,000 respectively. has been slower and always there are a large number below that of television. As of stations” We can also make out the an advertising medium, the new paths that radio is taking, share of radio has remained since we can clearly see a new stable and at a low level. development, for example with Blu Radio (96.9 FM) • In each of the two Andean which saw an overall growth countries Bolivia and Peru we in its audience figures of see the dominance of one radio 154%, according to the Estudio broadcasting group: FIDES in Continuo de Audiencia de Radio Bolivia and RPP in Peru. (ECAR, Continuous Study of Radio Audiences). This station, • In Bolivia, the main national which began broadcasting stations are Radio Fides, in September 2012, saw an which has the highest increase from 151,500 listeners audience figures, Radio per day to 384,400. Metropolitana, RED Erbol, clearly positioned on the • In Mexico, in Frequency left, Radio Panamericana, Modulation, Alfa 91.3 remains Radio Illimani, Radio La Cruz the leader, followed by La Z del Sur and Radio Nueva and La Kebuena, from Grupo América. With broadcasting Televisa; in fourth place is in the Aymara language: another from the GRC stable: Radio Cóndor and Radio Universal Estéreo, from Emisoras Unidas. Adolfo Fernández Zepeda ,and in fifth place is Los 40 • In Peru, according to a survey Principales, also belonging to by Ipsos Apoyo, the news Televisa Radio. station RPP Noticias is the most listened to and recorded In AM, in terms of news from among the list of radio channels, Carmen Aristegui, stations in Metropolitan from Noticias MVS, remains at Lima, leaving the music the top, followed by La Red stations in second place. This from Radio Red, Joaquín López radio station is followed by Doriga and Pepe Cárdenas. Moda and Ritmo Romántica, both part of the Corporación • The radio in Brazil has Radial Group in Peru. experienced an enormous boom since there are a large RPP Noticias also occupies the number of stations: close to top spot in terms of audience

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figures from Monday to Friday, 4. BUSINESS GROUPS with 54% of responses, clearly ahead of its news and music The fragmentation of audiences, station rivals, while at the the heterogeneity of supply weekend it is also the leader and the consolidation of the with 19 % of the audience. large media groups are three “The fragmentation of the characteristics of radio of audiences, the In general, 64% of those surveyed broadcasting in Latin America. heterogeneity of said that RPP is the station they supply and the listen to most frequently. For these media groups, some consolidation of the are multinationals like the large media groups • In Venezuela, the station Spanish Telefónica and Grupo that stands out is Rumbera, PRISA. The CEO of the Spanish are three of the in Puerto La Cruz, which has communications group PRISA, Juan characteristics of radio the largest average audience Luis Cebrián, announced in 2013 broadcasting in Latin (325,000 listeners). Another its plan to expand in Latin America America” three stations in Puerto La given that PRISA’s Latin American Cruz exceed 200,000 listeners radio stations now account for on average. In Valencia, more than sixty percent of the the station Bonchona division’s turnover and Radio attracts 310,000 listeners. Caracol (Colombia) is, in abolute In Maracaibo, four stations, terms, “more profitable” than the headed up by Mega, from Zulia, cadena SER channel in Spain. exceed 200,000 listeners. In Barquisimeto, the leader is • In Argentina, the two main Rumbera, the only one with groups are the Clarín group more than 200,000 listeners. and Telefónica, multinational In the federal capital, the companies that control two audience is divided among a of the radio stations with the large number of companies. highest audience figures (Radio Only three stations have Mitre and FM 100). In addition, more than 100,000 listeners: we have the H group, owned La Mega de Caracas, Onda by Daniel Hadad, whose main Caracas and X Caracas. stations were purchased in 2012 by Cristóbal López, a • In Ecuador, radio is the businessman closely linked to most important and least Kirchnerism, from the Indalo concentrated means of group (Radio 10, with the communication, compared highest audience figures, and to the press and television. the FM stations Mega and Pop). However, more than a third of all radio stations are located In terms of the local multimedia in Quito and Guayaquil, which groups, it is worth mentioning reflects the high degree of the aforementioned Uno group geographical concentration of (Santa Fe, Mendoza, Entre this means of communication in Ríos), as well as others such as the two centres of economic and the El Chubut group (Chubut), political activity in the country. the Segovia group (Santa

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Cruz), the Julio Shroeder group Radio Fórmula, an organisation (Neuquén), the García Hamilton controlled by the Azcárraga group (Tucumán), the Río Madero family, has also Negro group (Río Negro), the developed its own network of San Luis group (San Luis), the 83 stations in Mexico and the Cadena 3 group (Córdoba), the United States. It has a very Ancasti group (Catamarca), the strong presence in the Mexico Horizonte group (Salta), the ICK City market. group (Santiago del Estero), the “Over the last few years Montes Group (San Juan) and Over the last few years there has been a rash of the Almada group (Misiones). there has been a rash of purchases of stations by purchases of stations by larger larger groups” • In Chile the two largest groups, which has led to the groups merged in 2006. consolidation of channels The Spanish company Unión such as Imagen, owned by the Radio, from the PRISA group, Olegario Vázquez Raña family; which at that time controlled ABC Radio, controlled by Mario the Consorcio Radial de Chile Vázquez Raña; Radio Centro, (Chile Radio Consortium) with the Aguirre Gómez family with four national stations as the majority shareholder; (40 Principales, Bésame, Radiorama, headed by the Radioactiva and W Radio), Pérez de Anda family. took over the largest radio group in the country, at • A special case is the that time owned by the Multimedios group, the only Venezuelan group Cisneros. regional group (it operates The resulting consortium, in the north of Mexico) that Iberoamerican Radio Chile, combines the publication of has eight national stations, newspapers and magazines several of them leaders: with television stations, Pudahuel, Rock and Pop, Internet access and the running Corazón, FM Dos, Concierto, of a radio business (jointly Futuro, FM Hit and Imagina. with the Spanish PRISA group).

• In Mexico, public radio plays an • In Brazil the Globo group important role and the state- stands out and includes the owned Instituto Mexicano de radio stations Globo and El la Radio (Imer) is involved Dorado, in Río de Janeiro; in commercial broadcasting Nacional and Excelsior, in São through 11 stations. Worth Paulo; Continental, in Río mentioning among the private Grande do Sul; Tiradentes, in companies is the Acir group, Minas Gerais, and Reporter, the largest group owning and in Pernambuco. Also worth operating radio stations. The mentioning are the Abril group, consortium has more than 180 Folha group, the RBS group and stations and is controlled by the Estado group run by the the Ibarra López family. Mesquita family.

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• In Colombia behind the media according to the Asociación de we can see the hallmarks of Radiodifusoras Privadas Argentinas large conglomerates: RCN (ARPA, the Association of Private Televisión and Radio belong Radio Stations), the country has a to Organización Ardilla Lülle total of 10,671 stations, of which and Caracol Radio to the only 4,145, or in other words only Spanish PRISA group. 38%, have documents authorising them to broadcast. This situation • In Peru, the RPP group is is even more pronounced in FM “The fragmentation of the radio channel with the and in the metropolitan area of the audience has come greatest coverage and one of Buenos Aires, where there are hand in hand with a the most important and most 251 registered stations and 550 heterogeneous supply listened to in the country. It unlicensed ones. Here there are up in terms of the content has 7 national radio stations to 20 stations broadcasting on the and types of stations that offering daily programming for same frequency and, as a result, different types of audience: interfering with each other. seek out specific target Radio Felicidad, Studio 92, audiences rather than Radio Corazón, Oxígeno, Radio However, beyond this fragmentation generalist ones” La Zona, Radio Capital and of supply one can currently make RPP Noticias. Corporación out the consolidation of three types Radial del Perú (CRP), is also of radio station: a large conglomerate that has segmented music stations Generalist vs Specialist radio that connect with different stations target audiences. Its stations are Ritmo Romántica, La Generalist stations are those with Inolvidable, Moda, Oasis, the most impact and political Radiomar, Nueva Q FM, influence, especially in urban areas, Planeta, Inca and Mágica. The but they are clearly in stagnation Panamericana group has radio or decline since they take longer Panamericana and radio Onda to modernise and adopt new Cero and Corporación Universal techniques. This is because of their has the stations La Karibeña, more traditional format and general La Exitosa and La Calle. content (mainly news and magazine programmes) that try to appeal to 5. DIVERSIFICATION OF the largest number of listeners. SUPPLY In contrast to this generalist The fragmentation of the audience radio, the specialised stations has come hand in hand with a that dominate FM are having heterogeneous supply in terms of striking success as they target the content and type of stations that more specific listeners with more seek out specific target audiences defined interests. rather than generalist ones. Community radio stations This diversification of supply translates into examples such These are stations designed to as those in Argentina where, support the organisation of social

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groups, such as those created in the groups, some connected to past by the mining communities in Liberation Theology. Bolivia. It is the community stations that now stand out, especially The development of popular radio those for indigenous and ethnic stations initially had a double groups. They have a philosophy of connection; first connected to public participation and seek to the catholic sectors as a result of prevent the exclusion of the social experiences in educational radio, and ethnic groups most neglected and second connected to the unions “It is the community by the country’s economy. which, for example in Bolivia, have stations that now stand their roots in the mining stations out, especially those This type of station has been very from the 1950s and 1960s. for indigenous and successful in some countries like ethnic groups. They Bolivia, Ecuador, southern Peru and One example of this is in Ecuador, have a philosophy of Guatemala, especially in terms where since 1988 the Coordinadora of their establishment This is the de Radios Populares y Educativas public participation and case with Onda Local, a network de Ecuador (Corape, Coordinator preventing exclusion from of Bolivian municipal stations from of Popular and Educational Radio society” the Federación de Asociaciones Stations of Ecuador) has focused on Municipales (Federation of supporting educational, popular Municipal Associations) created and community radio services. with the support of institutions such Its objective is to encourage as AECID and other cooperation “the participation of the public agencies, and the Red de Radios in the process of recognising the de los Pueblos Originarios (Radio culture of its people, as well as Network of Indigenous Peoples) achieving the democratisation and the Red Patria Nueva (New of communication as the Nation Network), designed to central focus of its activities”. support indigenous communities It involves 35 affiliated stations and unions. distributed over four regional networks, Amazónica, Quichua, Community radio stations are Binacional and del Sur, that feed characterised by UNESCO for their the Red Nacional de Corape high level of public participation, (Corape National Network) with in both management and the information. production of content, and their decision making structure. 6. CONCLUSION: THE FU- TURE OF RADIO BROAD- The survival of popular radio CASTING stations Not only has radio in Latin America They were a development that not died, but everything points to took place in the 1960s and 1970s it proving itself capable of adapting and they are still going strong very well to new times and these today in certain places. They have are giving it a new opportunity, the the profile of rural stations with chance to reinvent itself. Above all alternative ideas, associated with this is because radio continues to the trade union left or religious occupy a space that other media

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cannot fill: the audience continues respond to this change. to prefer (or need) radio, although In Argentina we have now it is not just in the home but Vorterix, the latest project rather at specific times of the from Mario Pergolini, which day, in the work environment and combines radio, television increasingly over the Internet. and live events; and there is also Cienradios.com, The advances in communication from the Clarín group, have not supplanted radio, but which offers more than “The advances in instead have complemented it, 400 links for online music communication have as noted by Juan Carlos Gómez, content grouped into not supplanted radio, director of Observatorio de Medios genre, decade and artist, but instead have de la Universidad de la Sabana (the among other combinations. complemented it” University of La Sabana’s Media Observatory, Colombia), given »» Radio in Latin America is that the arrival of new formats also adapting to new times has encouraged the media and the by increasingly involving professionals working in the media listeners in programmes, to make changes, required as they therefore bringing the are to “come up with strategies medium closer to the and alternatives to prevent a loss consumer. of audience and this results in a benefit for the audiences who are For Juan Carlos Gómez, the looking for the best. Quality is aforementioned director of always going to be popular with the Observatorio de Medios audiences, it is always going to help de la Universidad de la audience figures”. Sabana, the new proposals for morning radio are What are going to be the key founded on the evolution features of the Latin America of the medium, generated radio panorama in the short and by the emergence of the medium term? social networks and the new electronic media. • Firstly, the new paths being taken by radio are designed The best way to work out to strengthen the connection what the listeners want between the media and the is, according to Gustavo listener. How? Gómez, from Caracol Radio, “To do what they »» On the one hand, the future do: listen to them. Taking of radio will follow the the temperature on the route of diversified supply street, in taxis, from to adapt it to the different emails and on-air calls, niches in the population. from Twitter... you have to listen to the listener! Some developments in Latin America are following In Peru, this is the format this pattern and trying to used by Radio Capital,

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belonging to the RPP classes gain purchasing power conglomerate. The and can access the new approach adopted by technologies). According to Capital has been clear the audience measurement and direct from the start: company ComScore, in Giving the public a voice December 2012 more than through telephone calls 3.6 million Argentinians so that they can express aged over 15 listened to the their opinions during radio through the Internet “Although the traditional the programmes. “Your (20% more than in 2011) and way of listening to the opinion is important” is they listened to an average radio still exists, the the slogan used to promote of 3.16 hours. This figure consumption centre for this activity and that has only includes those doing so radio has moved from been retained to date. through their computers and the home, a fixed and does not take into account • Secondly, the scope and the many listeners accessing stable point, to tablets, platform for the relationship the services through specific computers and mobile between the medium and applications on their mobile phones” the listener are going to phones, either though 3G change, as in reality they networks or Wi-Fi connections. have already done. “Although the traditional Not only is the relationship way of listening to the radio between the medium of radio still exists, the consumption and the listener changing, but centre for radio has moved so is the platform that supports from the home, a fixed and this relationship. As was very stable point, to tablets, rightly argued in the newspaper computers and mobile phones, La Nación de Argentina “the mobile devices that allow dial has moved from the radio us to inform and entertain spectrum to the Internet, where ourselves on the go”, argues there is no AM or FM. There the Pablo Salvatori, Director of old formulas compete with Marketing at Batanga Media, new proposals, stations that whose platform has 1.4 million reproduce the programming registered users. that they broadcast over the “ether” and new alternatives • On changing the relationship that are only found online”. between the listener and the radio, and the platform where This has already become a very this relationship exists, there clear trend in some countries is also going to be a change and in other countries it will in what is consumed, since arrive sooner rather than online radio is very segmented later (as the emerging middle and not very generalist.

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