Migration of the Colombian radio strategy: from sound to social screens

Abstract

The Colombian radio industry is living a transition and contents re-thinking process to accommodate to the new mediatic landscape where digital devices and communication platforms compete. It is a technological transformation that is producing in a vertiginous manner, while it opens the possibility to express to the world the different ways of perceiving, feeling and living existence, create niches, share experiences and adventures, not only locally but also globally. Under this perspective, this study uses a mixed method – quantitative (monitoring of contents and actions on social networks) and qualitative (reflections and analysis of media to reach audiences using other routes)-. The aforesaid, identifies the design of strategies to get the public’s attention from different consumption alternatives, while radio incorporates to the digital ecosystem, modifying its productive routines.