Influência dos podcasts nas audiências de um programa radiofónico. O caso “As Três da Manhã"

Miguel Francisco Miranda Brejo da Costa (Student)

Student thesis: Master's Thesis

Abstract

In a world characterized by the coexistence of new media with traditional media, the technological evolution of audio content is no exception. Both the production and consumption of podcasts has been a growing trend and the radio market has not been indifferent. As in all branches of communication, radio audiences play a central role in guiding the market, as well as determining the commercial value of each broadcaster. The radio audience measurement model in Portugal calls for the memorization of the stations or radio products created, and does not require active listening to live linear broadcasts, as is the case with television. This characteristic allows radio stations to use other mechanisms to obtain the maximum audience value. This research seeks to analyze the impact that podcasts originating from a radio program have on the station's audience. The object of study selected was Rádio Renascença's "As Três da Manhã" program, broadcast daily between 07h00 and 10h00. Taking this morning show as a starting point, the concepts of radio, podcasting and convergence culture were considered theoretically. In order to answer the starting question, a questionnaire was sent to potential listeners of the program, semi-structured interviews were carried out with members of its team and a content analysis was carried out of the headings of this broadcast, which then take on the podcast format. Through this exploratory study, it can be concluded that the expansion of radio content on audio platforms is currently another way of reaching a greater number of radio listeners.