The native podcast’s offer in the spanish commercial radio: contents, genres and trends

Abstract

Close to its first centenary and immersed in a convergence environment, radio begins to design transver-sal 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 ac-ceptance has exponentially grown to create a sound consumption scenario destined to replace to the ana-logue 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 identi-fies 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 general-ist chains of state coverage (SER, COPE, Onda Cero) during the 2017/18 season. The objective is to rec-ognize, classify and assess their themes, genres and strategies in a scenario whose evolution will be deci-sive to consolidate the survival of radio production.

Keywords

• Podcast
• Radio
• Audio
• Consumo digital
• Narrativas