Transición de la radiodifusión cuencana a las plataformas digitales. Estudio de caso: Ondas Azuayas y Antena Uno

Abstract

The medium of communication chosen for this study is Ondas Azuayas, a radio broadcast on the AM channel with 70 years of experience within the city of Cuenca. Alongside is a relatively new medium, Antena Uno, which operates on the FM channel and available on digital platforms. These two radio stations have cooperated alongside each other to stay consistent and on constant operation within the two channels (AM & FM). Social media and live broadcasts made by Antena Uno, seek to be a reflection of Ondas Azuayas, however also maintaining its experience of opinionated-generated content. Even though the journalist team is a huge collaboration to the content, it is also the product of this cooperation, independent from marketing. During this research, the media was evaluated for a month to determine the usage of internet tools. Identifying the new advertising strategy is fundamental to the research. With this objective, the curriculum of communication career paths offered in among the four universities have been reviewed and compared as listed; University of Cuenca, University of Azuay, Salesian Polytechnic University and Catholic University of Cuenca. The interviews taken with scholars of expertise in the communication field as well as directors of the radio stations were essential to the research to yield a closer look at the realities of the evolution of technology and its impact on communication and development towards a digital radio media.