Anyone looking at the media in general, and radio in particular, will see that we are experiencing a time of great change in the way that media is made and shared. Indeed, the idea that we ‘share’ media, rather than distribute it, is a very new thing that has only emerged over the last few years. Audiences are no longer simply seen as large blocks of ears or eyes that can be shifted around by advertisers, but are thought of more as users or partners in an ongoing media experience. It’s no longer sufficient to simply offer a viewable- or listenable-only product.
