Perspectivas para 2006 (a internet)

«RADIO’S BIGGEST CHALLENGE in 2006 could be coping with the expanding definition of radio. As far as media buyers and advertisers are concerned, and for that matter the consumer, radio is no longer just AM and FM. It’s also Internet radio and satellite radio. And while satellite radio’s 9 million subscribers and Internet radio’s 20 million weekly listeners are dwarfed by traditional radio’s 230 million weekly listeners, the impact of these new media on the consumer cannot be ignored. According to a focus group study conducted last fall by Jacobs Media, consumers aged 18-34 consider radio as “anything with a DJ.” Young listeners say they find traditional radio stale. On the flip side, they don’t think they ought to pay for radio.

“Radio isn’t a growth medium. It’s misunderstood right now, even among its owners,” said Maribeth Papuga, senior vp and director of local broadcast for MediaVest, at the recent UBS media conference. In many ways, traditional radio is coping with the fundamental shift in consumer choices by embracing a multiplatform radio model, a trend that is likely to accelerate this year. The nation’s largest radio companies, Clear  Channel and CBS Radio (formerly Infinity Broadcasting), took critical steps in 2005 to leverage their content onto the Internet, whether through streaming or offering content for downloading. The hope is that in 2006, those baby steps will lead to a solid foundation for a new, growing and lucrative business.»

excerto do Forecast 2006, do Mediaweek, http://mediaweek.com/mediaweek/images/pdf/Forecast.pdf