Análisis de dos radios musicales de Lima en el contexto de transformación digital desde la percepción de los millennials y centennials

• Autor: Barclay Bernales, Alvaro
• Formato: tesis de grado
• Fecha de Publicación: 2021
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/13729
• Enlace del recurso: https://hdl.handle.net/20.500.12724/13729
• Nivel de acceso: acceso abierto
• Materia: Radio stations; Internet radio broadcasting; Generation Y; Generation Z; Estaciones de radio; Radiodifusión por Internet; Generación Y; Generación Z; https://purl.org/pe-repo/ocde/ford#5.08.00

The present research had as a general objective to analyze the digital transformation process in two Lima radio stations: Oasis (100.1 FM) and Oxígeno (102.1 FM), to understand the evolution of the media from the perspective of millennials and centennials. For this purpose, the work was done on the basis of a qualitative approach, which consisted of conducting in-depth interviews with people linked to the stations that are the subject of this research, as well as two focus groups: the first aimed at users of streaming and podcast platforms, from the studied sample, and the second to the millennial and centennial audience of the Oasis and Oxígeno radio stations. Regarding the conclusions, the audience considers that the radio should remain in its traditional format (open signal), but also venture into audiovisuals and implement content dissemination through streaming platforms and social networks. All these comments and opinions aim to implement the same positioning strategy in a digital transformation environment. Likewise, it is necessary that there be greater accessibility to radio through cell phones that does not imply consumption of mobile data.