La migración de medio convencional a medio híbrido: caso Radio Brisa Azul, año 2022

Abstract

Technological evolution is a phenomenon that has spread not only at the technical level or in the operation of the media, but also in the way in which the contents are developed in order to bring a message to the radio listener population. This research analyzes the process of migration from conventional to hybrid media within the new communication ecologies, taking as a case study the radio Brisa Azul of Machala canton, year 2022. This problem is the result of the phenomenon of the new media ecologies that even after the COVID-19 pandemic, the migration from the physical to the digital was promoted in a faster way. As a function of the methodological part, we proceeded to the conceptual study of the precursors of this topic, we also proceeded to the interview of broadcasters and people related to the radio field in order to extract the information required within the process of radio management both as a business and as a source of information. At the same time we proceeded to contrast the strategies applied by radio stations nationwide, for this purpose we chose companies in the cities of Quito, Guayaquil and Cuenca with coverage within the Ecuadorian territory, have a website and generate live broadcasts via Facebook live. Local radio stations located in Machala that have been referenced by experts in the area and by the results of preference in tuning obtained through an online survey published on social networks are also integrated. The main findings refer that the traditional radio has been translated into the insertion of the visual since this medium was purely auditory. In view of this, a good percentage of radio producers say that care must be taken to prioritize the content that is transmitted because it is visible that in some programs that use live broadcast formats, the visual presence of the announcer has begun to be prioritized and this can cause the information to lose its quality. In addition, it is found that, for the process of hybrid radio production, it is necessary to properly identify the age and social ranges and the insights of the population, thus achieving a better interaction of the rating and maintaining a good level of reputation - credibility. Unfortunately, one of the parameters of concern nowadays is the speed at which something can go viral, in case it is a fake news, what it will provoke in people is a potential rejection towards the media that publishes this type of data without corroboration and the loss of tune can be deadly for a media. Economic maintenance requires the application of a storydoing that supports commercial strategies and a correct price management within the commercial guidelines to avoid unfair competition that harms radio production.