A rádio sabe ir ao encontro dos ouvintes

Eis um exemplo interessante de resposta da rádio tradicional (pela capacidade de resposta, de adaptação, de agilização): só música de Natal um mês antes do data. E as audiências mostram que é um sucesso:

«(...) The temporary holiday format for WLIT, which began five years ago, catapults the popular station in the ratings every year. Vice President of Programming Darren Davis estimates WLIT is the No. 1 rated station in December and holds 30 percent of the female listening audience. According to the Arbitron ratings service, last December WLIT had 1.3 million listeners, nearly 17 percent of the listening audience, in the Chicago area. (...) According to Edison Media Research, last year 119 stations went to an all-Christmas music format and on average attracted 10 percent more audience. The format, which began in the mid-90s on adult contemporary formatted stations like WLIT, consisted of playing Christmas music in a 24-hour rotation only near Christmas Eve. But the audience demand became too strong for programming directors to ignore, and now the cheerful music can be heard weeks before Thanksgiving. WLIT began playing its catalog of holiday music on Nov. 2. While some critics say this is way too early, Davis said the time was just right. "It began snowing, and I knew that was the day," he said.»

fonte: «Radio stations follow fa-la-la format, JACKIE KEENAN, Medill News Service, nwitimes.com on Saturday, December 2, 2006 12:30 AM CST