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Old Wine in New Bottle: Paradigm Shift for Independent Producers on Radio in a Digital World

Old Wine in New Bottle: Paradigm Shift for Independent Producers on Radio in a Digital World

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2020) Old Wine in New Bottle: Paradigm Shift for Independent Producers on Radio in a Digital World. [Working Paper]

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Abstract

The media landscape is change, radio listenership is going down, and people are showing little interest in traditional media. These challenges, however, should not discourage creative media producers working on media contents they enjoy making. This report presents the stakeholders that shape the art and importantly highlights strategic direction in this digital age for independent media producers. The report recognizes the responsibilities of the producer to integrate their identity, integrate on other media and understand the metrics as they take ownership of their creative products.

Item Type: Working Paper
Uncontrolled Keywords: radio, digital, stakeholder, strategic, media, advertising
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 27 Nov 2020 15:14
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/27966

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