La adaptación de la radio tradicional al entorno digital: caso Radio Pública Utmach

Abstract

Traditional media are very important in the communication environment, since they are mass media that serve to inform the community, but with the appearance of the internet the traditional media would begin to change their course, since as time passes, things are taking different perspectives, more for traditional media, because we must bear in mind that as technology continues to evolve, native digital media that were born in this digital environment began to appear 4 or 5 years ago and therefore are media that are handled with the different digital platforms, whether social networks, blog, among others, so this forces the traditional media to adapt to this new digital environment, so as not to be forgotten, implementing different communication strategies to survive these new digital platforms. Nowadays several radio media have managed to adapt to the digital world in order to provide the audience with visual, innovative and creative content, said this, the following research project is born, where its objective is to analyze the process of adaptation of the Utmach Public Radio to the digital environment, of the city of Machala, Ecuador. To achieve the results of this research, the mixed methodology of quantitative-qualitative was used, from the point of view of quantitative, the content analysis of the fanpage of the Public Radio Utmach was carried out, to know the different communication strategies applied, likewise a clipping of the programming grid and its publications was elaborated, to know the impact of the audience, a survey was prepared with 9 questions, under a range of ages from 16 to 56 years. On the other hand, in the qualitative methodology, interviews were conducted with different professionals in the field of digital culture and social communicators in order to know what would be the communication strategies that a traditional media can implement to adapt to the online medium. Likewise, after having applied the different research methodologies, through the analysis of content, it was obtained that it is important to be innovative, that immediacy is not necessary but rather to present good quality content to the audience, since the publications and the various programs seek to complement the use of audiovisual and the strength of the comment to generate awareness in the audience that consumes this digital medium. Regarding surveys, 50% of its community considers that the contents broadcast are interactive and that they prefer to be informed through videos, likewise the respondents prefer the utmach informa program since through it they learn about what is happening in the world. The interviews carried out with the different professionals in communication and digital culture leave as a result it is important to carry out a previous analysis of the medium, to identify their audience and be today very creative implemented, podcast, infographics, reports to the digital medium to achieve greater impact on the audience, just as it is important the adaptability of the contents implemented in the different digital platforms that the medium counts.