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Innovativeness and Broadcaster Listenership: Evidence from the German Radio Industry

Autor: Boris Lokshin & Chris Knippen
Revista: Journal of Media Business Studies Nº 10 (2)
Link: http://www.tandfonline.com/doi/abs/10.1080/16522354.2013.11073561

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-caster’s 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 station’s success in terms of listenership in the short run. Furthermore, organizational innovation is found to have a weak positive association with the broadcaster’s audience size.