A queda das audiências entre os jovens

« (...) despite its obvious strengths, radio listening amongst 15–24-year-olds has fallen over recent years in both the UK and the USA, with various factors being blamed for falling audiences. In 2004, the UK’s Broadcast and Telecommunications regulator – OFCOM – commissioned a report into the so called ‘iPod Generation’ and the report made uncomfortable reading for traditional broadcasters. The report revealed what radio academics already knew from talking to students, that the medium was no longer offering them what they wanted and that ‘younger people are listening to the radio noticeably less than their parents’ (OFCOM/The Knowledge Agency, 2004: 5). Not only that but they are fussier in their listening habits and choices and they were turning off ‘faceless presenters’ and a ‘playlist culture’ in favour of their own music, in their own way (OFCOM/The Knowledge Agency, 2004). It seems as though the ‘wirefree’ generation is growing up without the radio habit enjoyed by the previous generation and that offers a threat to broadcast radio (Carter, 2005).» (Berry, 2006: 148)