The Perspective of Hybrid Radio in the Process of Media Convergence


  • Nataša Raketić



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


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

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


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How to Cite

Raketić, N. (2022). The Perspective of Hybrid Radio in the Process of Media Convergence. AM Journal of Art and Media Studies, (29), 69–79.