Abstract

The radio broadcasting industry is facing a process of profound digital transformation throughout which, over the last 20 years, the strategies to preserve the traditional business model have prevailed. The consolidation of platformization and datafication in the economic management of the media requires adaptation of the radio broadcasting sector’s structures, management models, and corporate culture. Through an exhaustive bibliographic review, nonparticipant observation, and in-depth interviews conducted with heads of the systems, sales and marketing, content, and digital and innovation departments of the three leading Spanish companies (Prisa Radio, Grupo COPE, and Atresmedia Radio) and the state public broadcaster (RNE), we seek to identify the functional areas of the radio broadcasting company in which big data (BD) has a greater potential for application, trying to establish the differences in its utilization in the analogue and digital business model. The results revealed that the degree of BD implementation in the Spanish radio broadcasting industry was significantly different between the private sector –which within the last 2 or 3 years has begun to introduce, very incipiently, big data management, applied primarily to the analysis of digital audiences, these users’ consumer behavior, and business management– and the public sector, which so far has not adopted these technologies on a systematic basis.

Abstract

The expansion of the daily news podcast format in the media industry has brought new narrative opportunities and shows the strength of the audio medium. For this reason, a qualitative analysis of the daily news podcast ecosystem has been performed from the strategy and business model perspectives through a comparative study of 14 cases (10 with media parent companies and 4 independent) in the Spanish-speaking segment using semi-structured interviews with the heads of the entities analyzed. The results reveal that daily news podcasts allow media outlets to improve their positioning by forming part of their audience’s routines, and create new revenue streams through sponsorships and brand agreements. Two editorial concepts have been identified: the in-depth analysis of a topic with support from the editorial department, and round-ups similar to radio news bulletins that cover the outlet’s informative key elements. The research also highlights audio initiatives by independent creators in specialized fields who shed light on the format’s potential for news narratives.