Youth music radio stations and a new pattern of music consumption through mobile devices
This article shows research results aimed to characterize the strategies used by youth music radio stations in Bogota in order to maintain or to increase their audience from an emerging notion of musical consumption using audio portable devices. Therefore, in the first stage, semi-structured interviews were conducted among employees to five FM music radio stations in the city, with the aim to establish the strategies used by them. In a second moment, focal groups were developed with teenagers from 14 to 17 years old and young people from 21 to 25 years of age, in order to determine what drove them to listen to such music stations, if they had permanent access to the music they liked to listen to by using devices, like MP3, Ipod, and so on. The research showed that innovation in contents and interaction with listeners through social networks and other virtual channels are the stations’ main strategies to attract listeners. At the same time, they said they listened to music stations because they show informative and subject novelties, and they also allow to open opinion exchange spaces using networks, and generate a sensation of closeness and affinity with the radio speakers.
