O consumo passivo em momento de transição (industria resiste)

(a rádio que resiste em tirar partido das potencialidades oferecidas pela net, nomeadamente a interactividade)

«Although large numbers of radio stations are now making use of the Internet, the nature of that use varies substantially. By far the primary use ofthe sites is for station-related promotional purposes. Based on a content analysis of the sites of commercial radio sites in the United States, Lind and Medoff (2000) report that nearly three-quarters of the sites they investigated contain promotional materials such as programming guides, profiles of staff and other forms of station information. Considerably fewer stations - between 10 and 25 percent - provide information related to news stories, sports and the weather. Contact with stations was for the most part arranged through e-mail links. Other forms of contact or feedback - listener surveys and registration forms, discussion groups and bulletin boards sessions - were organised by small fractions of the stations studied. No more than 15 percent of the sites examined by Lind and Medoff (2000) provide chat opportunities for listeners.» (van Selm et al, 2006: 267)

RESISTIR, a partir da rádio, em aderir: «The BuZz web radio staff, on the other hand, showed a reluctance to provide listeners with too much influence over programme content» (279-280) 

«Although we would not want to exaggerate the suggested relation between web radio and communIty media features, we do feel the use of interactive Internet tools has implications for both programmers and listeners. Consultation of audio archives demands a more active stance than many conventional radio listeners may be willing to accept. And web radio programmers that incorporate chat services into their repertoire of listener-oriented activities will have to take input from listeners more into account than they normally may consider appropriate. These developments create, in fact, a dilemma for both prorammers and listeners. The more radio stations make use of the interactive and multimedia potentials of the Internet, the less the programming resembles conventional radio fare. (...) In our study of the radio programme BuZz suggests that this transformation is problematic and tends to be resisted by all involved.» (280) 

«Lind and Medoff first concluded that at the time of their study, most broadcast executives were guilty of not realizing the potential of their streaming efforts. Specifically, the researchers found that although stations understood the value of using the Web's interactive capability to establish better interaction with listeners, Webcasters largely failed to utilize information and design features capable of attracting the psychographically unique Internet user. Moreover, stations were especially lax in offering visual information with their streamed signals (information that was offered was primarily local in nature), sites were not well maintained, and stations seemed surprisingly slow to develop additional revenue-producing opportunities from this new medium.» (Evans, Smethers, 2001: 7) [The Lind and Medoff research provides an important snapshot in the development of Cyber radio in the late 199Os, although the data, while highly relevant at the time of the study, have been rendered somewhat dated with the passage of time, an inescapable risk associated with studying rapidly evolving media technology -pag 8].