O segundo choque é isto

«(...) Confronted by a slow erosion of listeners who are turning to iPods, podcasts and other sources for entertainment, the radio corporations are trying to merge their over-the-air music and D.J. chatter with the Web, adding online streams of their broadcasts and features already found on many independent Web-based stations. These include live chat rooms, blogs and MySpace-style social networking features.

Late last month, CBS said it had paid $280 million to acquire Last FM (last.fm), a popular Web radio service where listeners can customize stations based on their personal taste, and also explore other users’ playlists. And Clear Channel, the biggest radio corporation, with a stable of more than 800 stations, has built miniature social networks into the Web sites of Hot 99.5 (hot995.com) and 7 other pop-music stations in major markets in the latest step in an ambitious digital initiative (...).

Broadcast radio still commands a massive audience: An estimated 230 million people tune in each week. The trick for the big radio corporations, though, is that pursuing listeners online may mean developing a wholly different approach to programming. Many Internet-based stations say their medium allows them to offer an abundance of genres far outside the boundaries of traditional over-the-air music stations, often with playlists that can be tailored to the taste of the individual listener. Pandora (pandora.com), one of the most popular Internet radio services with roughly seven million users, creates personalized stations based on the characteristics of users’ favorite songs. Live 365 (live365.com), which says it has four million listeners a month, is a searchable portal to thousands of tiny stations playing genres ranging from neo-soul to Christian blues. Given the proliferation of wireless Internet access, many of the fledgling radio services hope that fans will soon be able to flip on an online radio stream while driving to work instead of tuning into the local morning radio D.J. “It’s just a matter of time before you can get Internet streams wherever you are,” said Tim Westergren, a co-founder of Pandora.

Broadcast radio still commands a massive audience: An estimated 230 million people tune in each week. The trick for the big radio corporations, though, is that pursuing listeners online may mean developing a wholly different approach to programming.

Many Internet-based stations say their medium allows them to offer an abundance of genres far outside the boundaries of traditional over-the-air music stations, often with playlists that can be tailored to the taste of the individual listener. Pandora (pandora.com), one of the most popular Internet radio services with roughly seven million users, creates personalized stations based on the characteristics of users’ favorite songs. Live 365 (live365.com), which says it has four million listeners a month, is a searchable portal to thousands of tiny stations playing genres ranging from neo-soul to Christian blues.

Given the proliferation of wireless Internet access, many of the fledgling radio services hope that fans will soon be able to flip on an online radio stream while driving to work instead of tuning into the local morning radio D.J. “It’s just a matter of time before you can get Internet streams wherever you are,” said Tim Westergren, a co-founder of Pandora»

fonte: «Big Radio Makes a Grab for Internet Listeners»; The New York Times, JEFF LEEDS, Published: June 12, 2007