Publication: La radio temática deportiva: implantación, modelos y panorama internacional
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2012-08-28
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Universidad Complutense de Madrid
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Abstract
Las radios de temática deportiva constituyen un nuevo modelo de negocio, emergente en diversos países, basado en la especialización de contenidos que permite la segmentación de las audiencias y los anunciantes. A través de la descripción y contextualización de los principales casos localizados en Europa y América se han identificado aquellas emisoras que sobresalen por su repercusión, programación, coberturas y audiencias para ofrecer una panorámica del desarrollo que la radio deportiva presenta en ambos continentes. Esta investigación, que se encuadra dentro del marco de la programación radiofónica, la empresa informativa y el periodismo especializado, ofrece un análisis interpretativo de diferentes variables cuyo estudio permite conocer la estrategia competitiva de cada emisora. Dada la gran diversidad observada se aporta una tipología que sistematiza los diferentes formatos de radio deportiva que se ofertan en la actualidad. Las radios de temática deportiva se han expandido en los diferentes mercados radiofónicos al calor del estatus periodístico de su empresa y de las condiciones culturales, económicas y tecnológicas de su país. La difusión online, las perspectivas localistas y regionales, la vertiente monotemática, el carácter eventual, el perfil institucional y la combinación del deporte con otros contenidos serán sistematizados desde una perspectiva holística capaz de identificar las características que definen el presente y proponer algunas tendencias de futuro de un modelo tan incipiente como prometedor.
Sports radios have become an emerging new business model in different countries. They are based in the specialization of their contents which enables the segmentation of audiences and advertisers. Through the description and contextualization of the principal cases located in Europe and America, radio transmitters that stand out because of their impact, programs coverage and audience have been identified so as to offer a panoramic view of the development of the sports radio in both continents. This investigation, inserted in the radio programming, media management and specialized journalism framework, offers an interpretative analysis of different variables that make possible the recognition of the competitive strategy of each radio station. Due to the great diversity that has been observed, a typology that systemizes the different sports radios offered nowadays has been provided. Sports radios have expanded in different radio markets influenced by the company‟s journalistic status, cultural, technological and economic conditions of the country in which they are inserted. Online diffusion, local and regional perspectives, monothematic dimension/aspect, the contingency/eventuality nature, institutional profile and the combination of sports with other contents will be systemized from a holistic perspective entitled to identify the features that define the present moment as well as propose future tendencies of a model that is as incipient as promising.
Sports radios have become an emerging new business model in different countries. They are based in the specialization of their contents which enables the segmentation of audiences and advertisers. Through the description and contextualization of the principal cases located in Europe and America, radio transmitters that stand out because of their impact, programs coverage and audience have been identified so as to offer a panoramic view of the development of the sports radio in both continents. This investigation, inserted in the radio programming, media management and specialized journalism framework, offers an interpretative analysis of different variables that make possible the recognition of the competitive strategy of each radio station. Due to the great diversity that has been observed, a typology that systemizes the different sports radios offered nowadays has been provided. Sports radios have expanded in different radio markets influenced by the company‟s journalistic status, cultural, technological and economic conditions of the country in which they are inserted. Online diffusion, local and regional perspectives, monothematic dimension/aspect, the contingency/eventuality nature, institutional profile and the combination of sports with other contents will be systemized from a holistic perspective entitled to identify the features that define the present moment as well as propose future tendencies of a model that is as incipient as promising.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Periodismo I (Análisis del Mensaje Informativo), leída el 22-05-2012