ECREA16-Abstract

472

Friday, November 11

1 4 : 3 0 – 1 6 : 0 0

MED PS

Poster session

PS 098

Digital Communication, Analogue Business? When Audio Projects on the Internet put Radio Industry into Question

M. Bonet

, T. Sellas

Universitat Autònoma de Barcelona, Dep. of Audiovisual Communication and Advertising, Bellaterra, Spain

Universitat de Vic, Faculty of Business and Communication Studies, Vic, Spain

In recent years, digitization has transformed cultural industries.This process, which is basically the conversion of the analogue signal into a digital signal, has

altered reception habits and content consumption while generating changes in production, distribution and marketing patterns. It is a technology-based

evolution concerning converging media and telecommunications, but with a cultural dimension, as an amended relationship between technology, industry,

markets, products and the public (Jenkins, 2006). Radio, like other cultural industries, is involved in this process, but its evolution in Catalonia and Spain was

unique, and still remains as‘an analogue island amid a growing digital ocean’(Bonet, 2012: 176). This poster is part of a larger project that studies different

audio projects on the Internet and wants to be a theoretical review of the radio as a cultural industry, as well as a first approach to those audio projects on

the network, whether they are linked to traditional broadcasters or begun from scratch online. Traditionally, from the cultural industry studies perspective,

radio has been defined as a ‘continuous diffusion’ industry (offering flow programming), a specialist in audio business. With the transition from analogue

to digital, however, it delves into the business of creating and distributing content not only on the radio (Berry, 2015), but also adopts the characteristics

of discontinuous distribution industries (Bonet, 2007). These changes seem to question the business model of the radio and even the concept, although

it continues to enjoy good health and is overcoming the crisis quite well. To carry out this analysis, the authors will update their earlier work based on: a)

Reviewing the academic literature on radio as a cultural industry. b) Conducting semi-structured in-depth interviews with managers from both public and

private radio companies and experts on this topic. c) Providing a first typology of audio projects online. It is necessary to remember that there are different

types of culture (Bustamante & Zallo 1988; Zallo, 1992, 1994) other than the industrial one, and digitization may have given them a new reason for being.

PS 099

Loyalty on the Radio? Antecedents and Consequences

R. Costa Leite

, J.M. Cristovao Verissimo

Universidade de Lisboa, ISEG—Lisbon School of Economics & Management, Lisboa, Portugal

The loyalty of radio stations listeners is not sufficiently explored, even with several million people daily attune the preferred stations. Previous studies show

that the main antecedents of loyalty are the quality and satisfaction. The results of this study, combining qualitative and quantitative analysis with more

than 900 consumers, show that, in addition to satisfaction, listeners are influenced by differentiation, by habit and affection when it generates satisfac‑

tion. This study has four implications. First, satisfied listeners are more prone to remain loyal to a radio, the main reasons are the reliability of news and

sports information in terms of content and schedules and also the importance of the predominant style of ambient music line on working hours. Secondly,

differentiation format indicates that listeners are more likely to stay in listening to a station if realize that it has unique features in its editorial line, either

in the field of information, whether in the entertainment field. Third, the habit of listening to the station contributes to the loyalty of listeners, especially

when the tune is stable in the geographic region or when it is a family or work group where one is not the decision maker of the platform of the reception

of the emission. Fourth, the listeners who are satisfied with respect to the station, based on affection, are loyal, that is, when satisfaction comes from affec‑

tion in respect of team and also of the whole of the emission because of the specific musical environment, listeners tend to present a loyal behavior. Only by

combining these aspects, radio stations can strengthen ties with the audience and thus maintain or increase their market share.