La radio corporativa como modelo de negociomás allá de las pantallas
- Mateos Martín, Concha (coord.)
- Herrero Gutiérrez, Francisco Javier (coord.)
Publisher: Sociedad Latina de Comunicación Social
ISBN: 978-84-16458-45-5
Year of publication: 2016
Pages: 2008-2029
Congress: Congreso Internacional Latina de Comunicación Social (7. 2015. Santa Cruz de Tenerife)
Type: Conference paper
Abstract
Innovation on communication is breaking sectoral barriers and it is continually exploring new possibilities that the age of technological expansion is offering to us. At this time, the concept of corporate radio is analysed based on the particular case of StreamRadio that is an example of this breaking process and combines business strategy, marketing and digital radio. This project is based on case study methodology and applies in-depth interview and indirect observation. The results obtained allow us to conclude that there is a new niche activity for radio that is not being enough exploited, nevertheless there is a favourable environment for its development.