Ideias sobre a geração iPod (e o lugar da rádio)

« (...)But it also seems that the idea of buying a radio is "anathema" to the kids. For them, radio is something that comes free with another device. Winter revealed some alarming research about the "iPod generation", many of whom have no interest in local communities and are distrustful of mainstream media. Some 27% of them think radio is outdated. But despite this level of disengagement, 30% said they would spend more time with radio in future. So how to reach out to them? Parfitt said teens want to be taken seriously and not stereotyped, want aspirational role models from the media, as well as a spirit of "mucking about". And radio should be aware of its strengths. While MP3s allow listeners the music they have already chosen - music recovery - radio is better for music discovery. And in the talk field, radio offers company and connection, rather than the self-immersion of the iPod world. Young listeners still appreciate radio's liveness, spontaneity and unpredictability. Nevertheless you can smell the unease in the auditorium: the world is changing fast and the teens of today are the first to grow up with this dizzying and rapidly evolving array of technologies, and no one knows for sure what will turn out to be merely a fad and what will bring fundamental change to consumer habits.

fonte:  «Radio Festival - day two», Guardian Unlimited, Chris Tryhorn, 11/07/07