Rádio? Áudio! (mais)

A propósito de um relatório da indústria publicitária norte-americana, Mark Ramsey lembra que ou a rádio convencional percebe que há uma mudança em curso ou outros farão isso por ela. Com óbvios custos. A rádio deixa de ser rádio e passa a ser a indústria do áudio.

(«In a new report being circulated to clients, MediaVest has adopted the position that terrestrial broadcast radio should no longer be looked at as a discrete medium in communications plans, but as part of a greater array of audio media--including satellite, online, mobile and a variety of personal media device technologies, such as iPods, other MP3 players, and even television, which increasingly is being used as an audio-only medium)

In my two-year-old book Fresh Air, I noted that radio was no longer "radio" but was now the "audio entertainment and information industry." It's critical for all broadcasters to get their heads around this notion because the definition of your industry determines everything about your strategy and everything about your fate.

Under a definition of radio as "audio entertainment and information" the channel by which content reaches the consumer is considerably less important than the nature of the content itself and how that content is leveraged and magnified across channels. It's the ownership and licensing of the content, not the ownership of the channel, that will make tomorrow's "audio" stars.»

fonte: «"Radio" is now "Audio" says the Ad Industry», Hear2.0, 13/08/07

Do relatório:

«(...) MediaVest's new approach to audio planning is part of a growing industry shift away from defining media based on their distribution platforms and toward understanding how consumers interact with the essential nature of their content and formats. That argument is at the heart of "StrADegy: Advertising In The Digital Age," authored by TNS Media Intelligence President-CEO Steven Fredericks. In it, he argues that in the future, "Content is defined not by its old media name, but by its core property: text, video and audio. All content, clarified and freed, can be distributed via any converged technology." In terms of audio, MediaVest seems to think we are already there. In fact, the "single source audio study" looks at how people are using audio devices like iPods to watch video, and how they are using television to listen to audio. The important thing, the agency concludes, is to understand why people are using new technologies and where they are using them. That opens new opportunities to connect people with audio content.» (fonte: «Audio Kills The Radio Noir, Agency Broadly Redefines Medium», Media Daily News, Joe Mandese, Monday, Aug 13, 2007)