Autor: Boris Lokshin & Chris Knippen
Revista: Journal of Media Business Studies Nº 10 (2)
This paper investigates the relationship between innovative-ness and radio listening in the German radio industry. We consider on-air and off-air broadcaster innovativeness as well as new ways of delivering these components. Survey data and audience performance data on a sample of German radio firms were used for the purposes of this study.
Empirical results suggest that programming diversity and a primarily focus on on-air components can directly improve broad-casters audience performance. The off-air components such as introduction of the digital frequency, and on-line presence are not found to contribute to a radio stations success in terms of listenership in the short run. Furthermore, organizational innovation is found to have a weak positive association with the broadcasters audience size.