Retos de la radio en escenarios de la convergencia digital.

Abstract

This research work analyzes the impact of digital convergence on radio as a traditional communication media and how they adapted to new realities from the migration to digital platforms, in addition to the inclusion of multimedia elements to remain current in the industry. Digital convergence also becomes a strategic ally for radio, to reach new audiences, who are characterized by being young, consuming short content related to entertainment and current trends. The objective of this research was to analyze the challenges that radio media have, related to digital convergence and how they adapted their content to generate an audience. In the concluding phase, it is determined that the appearance of digital phenomena such as the web, social networks and digital media have strengthened the resilience of the radio, which managed to migrate from the traditional aspect to virtuality, adapting to digital convergence through integration of social networks, multimedia elements and new formats.