A rádio está a chegar aos novos ouvintes?

«"Are you getting the new audience? The iPod generation?" Wired magazine author Chris Anderson and "Long Tail" author Chris Anderson starts an effective keynote speech explaining radio’s creation of "the notion of a common culture" that was "suddenly synchronized around this top-down delivery" of content, starting in the 1920s. That template of a mass medium – a homogeneous culture created by relatively few sources of content – ended in the late 1990s. That’s because "the Internet allows you to reach everybody with an infinite amount of content for free." (Anderson’s forthcoming book is titled "Free", about how content creators need to create ways to get paid for their free content.) Anderson answers a question about who’s responding best to the new imperative to narrowcast or even "slivercast", and he says it’s "advertising." Though not his own business of magazines, or books, or broadcasting. As for radio, "this is the only medium that’s translated to online virtually unchanged. The core product – free music and spoken word – is undiminished in popularity, and vastly increased in reach." But radio’s no longer got anything like a monopoly on supplying either music or talk. Anderson concludes "the business model must change."

fonte: "Are you getting the new audience? The iPod generation?", Taylor On Radio-Info, 13/02/08