As origens do segundo choque também estão na própria rádio

Por outras palavras, a rádio foi evoluindo, ao longo de décadas, para um ponto em que quase obrigou os ouvintes a procurar alternativas, nomeadamente de música. A oferta era tão reduzida e repetitiva e os ouvintes queriam mais:

Corey Deitz, "Maybe Commercial Radio Didn't Know JACK All These Years", Jul 20 2005:

"Some stations had libraries of 130, 140, maybe 200 songs. Imagine that: out of all the music created over the years, it was all strained down to the safe stuff, the songs that “tested” best. These were the only songs anyone liked. Yep! Researchers and consultants were quite sure. After all, they were tested! So stations played a select amount of songs – often – to the increasing dismay of listeners who inevitably heard those same songs on similarly formatted stations with similar names from city to city. There was no escaping it.

Listeners began to wonder if there was a better way for them to obtain variety in their music. This problem was partly solved through the advent of the first portable cassette player in 1964 by the Norelco Company which begot the 8-track player in 1966 from Motorola which begot the Walkman in 1979 from Sony which begot CDs and portable CD players in 1982 from Phillips. "

Outro excerto:

"Well, I think it’s obvious who was right all along: The listeners.

They just couldn’t prove it until technology gave them iPods and other mp3 players so they could finally program their own portable stations and turn off the ones that refused to play the variety they really wanted to hear."