Because profitability of developing new media strategy is unclear...
Because profitability of developing new media strategy is unclear, many radio industry executives believe new media options such as Internet streaming audio and digital satellite radio don’t pose significant threat to their core business, and to great degree, “radio…
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industry may be in denial,” CPB-funded study said. Despite research that showed definite audience interest in radio station Web sites and streaming audio options, many broadcasters have remained on sidelines, report said, quoting Arbitron figures that only 3,700 of 11,000 commercial radio stations in U.S. were streaming their terrestrial signals. Few stations have built Internet staff or created budgets to develop Internet business model, study found. Research indicated that when household had broadband access, terrestrial radio listening declined measurably. Households with access to broadband are expected to increase to 32 million in 2004 from present 6 million, study said, and streaming audio is well ahead of terrestrial radio in broadband homes compared with those having dial-up access. One-fourth of broadband households have annual income of more than $100,000 (as against 17% for dial-up households), and it’s challenge to both commercial and public radio to retain attention and favor of that group, it said.