David Fernández Quijada: "Broadcast matters in a digital world"
David Fernández Quijada writes for RedTech International: "Is online the future of radio? The answer is more complex than many so-called radio experts suggest: yes and no. Radio’s identity is expanding beyond linear broadcasting. Hybrid models are central to audience strategy and revenue diversification: broadcast is simple, robust and ingrained in the habits of millions; meanwhile, online offers valuable brand extension and ample room for innovation. The strategic battle is not broadcast vs. online but autonomy vs. dependence on gatekeepers. Online listening is built on infrastructure that radio does not control so it means relying on digital networks, car manufacturers, operating systems, device ecosystems and third-party platforms. Radio is not just surviving; it is essential. Online does not kill audio broadcasting; it amplifies it."
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