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- Title
Consumo musical: tensiones entre emisoras musicales juveniles y dispositivos portátiles.
- Authors
Cuesta M., Óscar Julián
- Abstract
The purpose of this article is to summarize the findings of a research project examining the strategies used by youth music radio stations in Bogota, Colombia, to maintain or increase their audience within the new logic of musical consumption through portable audio devices. First, semi-structured interviews were conducted with employees of five FM music radio stations, with the aim of establishing the strategies used by them. Subsequently, focus groups were conducted with teenagers aged 14 to 17 and young adults aged 21 to 25 in order to determine what drives them to tune in to such radio stations considering they have permanent access to their choice of music through portable devices (MP3, iPod, etc.). Results suggest that innovation in content and interaction with listeners through social network sites and other online channels are the main strategies to attract listeners. At the same time, audience members listen to music stations because they air information and news, allow an open opinion exchange through social network sites, and generate a sensation of closeness and affinity with radio hosts.
- Subjects
BOGOTA (Colombia); COLOMBIA; MUSIC radio stations; MUSIC &; youth; PORTABLE audio equipment; FOCUS groups; ONLINE social networks; INTERACTIVE marketing
- Publication
Cuadernos de Información, 2012, Issue 30, p73
- ISSN
0716-162X
- Publication type
Article
- DOI
10.7764/cdi.30.427