A rádio está a tirar partido? A reagir? (telemóvel)

«(...) For younger audiences, daily entertainment options now include visits to online sites like YouTube, and video has become part of radio's outreach strategy. WKST's Web site, for example, features on-demand music videos in addition to podcasts of some of its "Morning Freak Show" bits. Younger listeners are using cell phones as the new request line connection, text-messaging song requests to their favorite radio stations instead of phoning them in. Some cell phone companies now offer the capability to see a radio station's recent playlist, download audio or take part in contests. A terrestrial station's cyberspace presence has become an important programming tool. "We're really tuned into the audiences that utilize our sites" says Clear Channel's Rohm. "We know who they are. They tell us what they want. We've begun to develop a tremendous amount of proprietary content. In a variety of platforms, we're trying to make the best entertainment value to consumers. No matter how much on the go they are, we're accessible to them." "What comes out of the speakers over your radio is the most important thing," adds CBS Radio Pittsburgh's Clark. "But there is content that comes out of those speakers that people might want to hear again, at a more convenient time. Making a lot of our content available in short Webcast form is going to be an important part of the future."

fonte: «Radio competes against downloads, file-sharing, satellite broadcasts», Wednesday, January 10, 2007, Adrian McCoy, Pittsburgh Post-Gazette