The Perspective of Hybrid Radio in the Process of Media Convergence

Nataša Raketić

doi:10.25038/am.v0i29.538

Authors

Nataša Raketić

DOI:

https://doi.org/10.25038/am.v0i29.538

Keywords:

hybrid radio, digitization, internet, user habits, convergence, multimedia, personalized radio

Abstract

Digitization and the Internet have enabled traditional radio to gain new formats, new listeners, enrich content and make it available globally. Hybrid radio is the result of digitization and media convergence, enabling the availability of programs and accompanying multimedia content to a larger number of listeners thanks to a combination of FM or DAB+ signals and the Internet. Today, listeners expect a radio station to enable listening to the program non-linearly (on-demand, podcast), they expect to have access to information about weather, traffic conditions, news, and information about a song broadcast in various formats (audio, video, or text) and information about the artist. Also, listeners expect to be able to listen to their favorite radio on the same device, via the same application, even when they are not within the coverage area of the program. From an economic point of view, this is a sustainable, cost-effective system, because most stations, in addition to broadcasting on the FM or DAB+ network, already have a program available online. Also, audience growth increases advertiser interest. Although four and a half billion people have access to the Internet, in this paper I will claim that, thanks to the hybrid model, the future of radio is not exclusively in the online sphere, and that in the coming decades the Internet will be an additional tool for increasing the number of listeners and expanding the commercial market.

Article received: May 12, 2022: Article accepted: July 15, 2022; Published online: October 15, 2022; Original scholarly paper

Author Biography

Nataša Raketić

Faculty of Media and Communications, Belgrade; Radio Television of Serbia – Radio Belgrade, Belgrade
Serbia

Nataša Raketić (b. 1973) has a master’s degree in Journalism and Information and the degree of professional master in the field of political parties and elections. She has been working in journalism since 1990. She started her career in Radio Užice, then Radio Belgrade, Radio Belgrade 1, and 202. Since 2009, she has been the appointed editor and host of the daily news and editor-in-chief of the morning program on Radio Belgrade 1 since 2018. Nataša is the editor and host of the most popular radio news program “Novosti dana”, author of several complex program projects at Radio Belgrade, such as a series of morning programs, political interviews, radio documentaries, and a documentary TV show for the 95th anniversary of Radio Belgrade, and a series of shows within the project “Media Travels in the EU”. She works as a trainer for radio journalists. She is interested in new technologies in radio production and public media service in the radio industry

References

Balbi, Gabriele and Paolo Magaudda. History of Digital Media. New York: Routledge, 2018. DOI: https://doi.org/10.4324/9781315209630

“Bringing radio into the 21st Century.” European Commission. October 2020. https://cordis.europa.eu/article/id/411708-bringing-radio-into-the-21st-century. Accessed on August 21, 2022.

“Digital radio guide.” World Broadcasting Unions, June 2017. https://tech.ebu.ch/docs/digitalradio/WBU%20Radio%20Techologies%20Guide.pdf. Accessed on August 21, 2022.

Galić, Mirko, ed. Leksikon radija i televizije. Zagreb: HRT, Naklada Ljevak, 2016.

Gržinić, Marina. U redu za virtualni kruh. Zagreb: Meandar, 1998.

Fidler, Roger. Mediamorphosis: Understanding New Media. London: Sage Publication, 1997.

“Is anyone listening to the Radio Anymore?” CloudRadio. October 2021. https://www.cloudrad.io/radio-listening. Accessed on August 21, 2022.

Jędrzejewski, Stanisław. “Radio in The New Media Environment.” In Radio: The Resilient Medium, edited by Madalena Oliveira, Grażyna Stachyra i Guy Starkey, 17–27. Peterborough: Centre for Research in Media and Cultural Studies, 2014.

Jenkins, Henry. “The Cultural Logic of Media Convergence.” International journal of cultural studies 7, 33 (2004): 33–43. doi: 10.1177/1367877904040603 DOI: https://doi.org/10.1177/1367877904040603

Jenkins, Henry. “Welcome to Convergence Culture.” June 2006, http://henryjenkins.org/blog/2006/06/welcome_to_convergence_culture.html. Accessed on August 21, 2022.

Karan, Marija. “Radio i radijski auditorijum u globalnoj mreži — kontinuitet i transformacija.” Zbornik radova Fakulteta dramskih umetnosti. Časopis instituta za pozorište, film i radio televiziju 36 (2019): 99–112. Beograd: Fakultet dramskih umetnosti, 2019.

Kelly, Brad. “Audio Today – How America Listens.” Nielsen, April 2018. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/audio-today-report-apr-2018.pdf. Accessed on August 21, 2022.

Kendrick, Rosie. “Radio rules in-car.” November 9, 2021. https://radiodns.org/news-events/news/2021/11/09/radio-rules-in-car/. Accessed on August 21, 2022.

Kopecka-Piech, Katarzyna. “Media convergence concepts.” Media Studies 46, 3 (2011): 1–19.

Lovnik, Hert. “Je li internet zamjena za nebo?” In Moć / Mediji / &, edited by Jovan Čekić and Jelisaveta Blagojević, 363–79. Beograd: Fakultet za medije i komunikacije, Centar za medije i komunikacije, 2012.

Martinoli, Ana. “Convergence and Digitization of Media – New Roles for Audience and Media.” Media dialogues 4, 4 (2011): 7–22.

“Old Media – New Media.” Media convergence. December 2011. https://mconvergence.wordpress.com/category/history/#:~:text=With%20technological%20advancements%20that%20made,capabilities%20far%20beyond%20prior%20efforts. August 21, 2022.

Perez, Sara. “TuneIn launches a discounted audio subscription for Alexa owners and Prime members.” Techcrunch. March 2019. https://techcrunch.com/2018/03/29/tunein-launches-a-discounted-audio-subscription-for-alexa-owners-and-prime-members/. Accessed on August 21, 2022.

“Periodic Reporting for period 2 – HRadio (Hybrid Radio everywhere for everyone).” EU Commission. https://cordis.europa.eu/project/id/761813/reporting. Accessed on August 21, 2022.

Postman, Neil. Technopoly: The Surrender of Culture to Technology. New York: Vintage Books, 1993.

Punchihewa, Amal. “Digital Radio Guide.” World Broadcasting Union, 2017.

Stine, Randy J. “Hybrid Radio Picks Up Momentum. Radioworld. September 2020. https://www.radioworld.com/tech-and-gear/hybrid-radio-picks-up-momentum. Accessed on August 21, 2022.

“Universal Smartphone Radio Project.” Presentation to EBU Digital Radio Summit, February 2015. https://tech.ebu.ch/publications/the-universal-smartphone-radio-p. Accessed on August 21, 2022.

Virilio, Paul. Informatička bomba, trans. by Nenad Krstić. Novi Sad: Svetovi, 2000.

Webster, Frank. Theories of the Information Society. London: Routledge, 2006. DOI: https://doi.org/10.4324/9780203962824

“38 Staggering Radio Listening Statistics 2022.” Soocial. https://www.soocial.com/radio-listening-statistics/. Accessed on August 21, 2022.

The Perspective of Hybrid Radio in the Process of Media Convergence

Authors

DOI:

Keywords:

Abstract

Author Biography

Nataša Raketić

References

Downloads

Published

How to Cite

Issue

Section

License