The radio industry in Spain in 2030: towards the definitive digital adaptation?
Abstract
The digital transformation places radio companies in Spain at a turning point of change of stage within their industrial life cycle. In this context of high uncertainty, and from the perspective of media economics and media management, the application of prospective methodologies can help the three large private radio companies in Spain to make strategic decisions. Foresight is anticipation and the objective of this research is to provide private radio with sufficient tools to successfully address the turmoil of digital transformation. The participation of both the top managers of the radio corporations and the other main players, as well as the application of the intuitive-logics model, using qualitative and quantitative tools, allows objectifying 4 exploratory scenarios for private radio in 2030, designed based on determining factors such as: audience; advertising market; audio distribution; new digital competitors; regulatory changes; market structure; or talent attraction.
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