La oferta nativa de podcast en la radio comercial española contenidos, géneros y tedencias
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2018-12-01
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Universidad de Salamanca
Resumen
Próxima a cumplir su primer siglo e inmersa en un entorno de convergencia y desintermediación, la radio comienza a diseñar modelos productivos transversales que, además de cubrir la transmisión en antena e Internet, se orientan al consumo asincrónico del audio sobre la premisa inherente al actual ecosistema: cualquier contenido ha de estar disponible en cualquier momento y para cualquier dispositivo. El afianzamiento del podcast ha crecido de forma exponencial hasta crear un escenario de consumo sonoro alternativo al de la radio analógica. En este contexto, los operadores tradicionales asumen la producción de contenidos para su difusión exclusiva online bajo criterios de segmentación menos restringidos por el mercado publicitario hertziano. Este trabajo identifica la oferta de audio radiofónico digital bajo la hipótesis de que su construcción pretende introducir la marca radiofónica en las nuevas pantallas antes que experimentar con otras narrativas o atender a diferentes audiencias. Para ello analiza el catálogo de podcasts nativos de las tres grandes cadenas generalistas privadas de cobertura estatal (SER, COPE, Onda Cero) durante la temporada 2017/18. El objetivo es reconocer, clasificar y valorar sus contenidos, géneros y tendencias en un escenario cuya evolución resultará determinante para consolidar la pervivencia de la producción radiofónica.
Close to its first centenary and immersed in a convergence environment, radio begins to design transversal productive models oriented towards the personal consumption of audio according to the main premise in the current ecosystem: all contents must be available at all times and for all devices. The podcast acceptance has exponentially grown to create a sound consumption scenario destined to replace to the analogue radio. In this context, traditional operators assume the production of content designed for exclusive online dissemination under segmentation criteria less restricted by the Hertzian market. This work identifies the digital audio offer under the hypothesis that its construction still prefers to introduce the radio brand on new screens rather than experimenting with other narratives or providing services to different audiences. According to this, it analyses the catalogue of native podcasts of the three large private generalist chains of state coverage (SER, COPE, Onda Cero) during the 2017/18 season. The objective is to recognize, classify and assess their themes, genres and strategies in a scenario whose evolution will be decisive to consolidate the survival of radio production.
Close to its first centenary and immersed in a convergence environment, radio begins to design transversal productive models oriented towards the personal consumption of audio according to the main premise in the current ecosystem: all contents must be available at all times and for all devices. The podcast acceptance has exponentially grown to create a sound consumption scenario destined to replace to the analogue radio. In this context, traditional operators assume the production of content designed for exclusive online dissemination under segmentation criteria less restricted by the Hertzian market. This work identifies the digital audio offer under the hypothesis that its construction still prefers to introduce the radio brand on new screens rather than experimenting with other narratives or providing services to different audiences. According to this, it analyses the catalogue of native podcasts of the three large private generalist chains of state coverage (SER, COPE, Onda Cero) during the 2017/18 season. The objective is to recognize, classify and assess their themes, genres and strategies in a scenario whose evolution will be decisive to consolidate the survival of radio production.
Palabras clave
Podcast
Radio
Audio
Consumo digital
Narrativas
Podcast
Radio
Audio
Digital consumption
Storytelling
Radio
Audio
Consumo digital
Narrativas
Podcast
Radio
Audio
Digital consumption
Storytelling
Descripción
Materias
Cita
Pérez Alaejos, M. d. l. P., Pedrero Esteban, L. M., & Leoz Aizpuru, A. (2018). La oferta nativa de podcast en la radio comercial española: contenidos, géneros y tedencias. Fonseca, Journal of Communication, 17, 91-106. https://doi.org/10.14201/FJC20181791106