Relationship Between Radio Stations and Tech Companies

© of the text: the authors, 2025 © of this edition: Servei de Publicacions de la UAB Edition: Servei de Publicacions Universitat Autònoma de Barcelona Edifici A. 08193 Bellaterra (Cerdanyola del Vallès). Spain Tel. 93 581 10 22 [email protected] https://publicacions.uab.cat ISBN (paper): 979-13-88031-04-5 ISBN (digital): 979-13-88031-05-2 Legal deposit: This book is published under a Creative Commons CC-BY-NC-ND licence. 71 2.6. Relationship Between Radio Stations and Tech Companies Speaker: Alfonso Ospina (Caracol Radio, Colombia, Grupo Prisa). Chair: Raúl Terol (UPV) Panel members: Jesús Gómez (Spotify); Daniel Karlsson (Triton Digital); Jorge Montero (Ábside Media) Rapporteur: Marta Narberhaus (UAB) Alfonso Ospina, emphasizes the human aspect of radio and the need to explore better ways for tech companies and radio broadcasters to complement each other, working together and making concessions for the benefit of society. In this relationship, it is evident that radio can coexist with tech companies—radio can lower content production costs, while tech companies can expand their distribution power through radio stations. UNESCO highlights the power of local radio, which can sustain itself by expanding its horizons and adapting to new circumstances. Radio is not doomed to community-based or hyperlocal content; it should also explore other ways to attract audiences, such as creating and recreating great stories. INTERNATIONAL RADIO CONGRESS 72 The evolution of net advertising investment in radio shows a 37% decline since its peak in 2014 in Colombia (from $677 billion in 2014 to $430 billion in 2023). The constant decline in gross advertising investment in radio between 2014 and 2023 averages 3% annually, while the economy’s constant GDP growth over the same period is 2.8% annually. This suggests that the relationship between radio stations and tech companies should be one based on sustainable business figures. This is not a matter of competition or sharing content for free, but rather collaboration in which both parties’ benefit (through advertising, audiences, and market share). Most people have already transitioned to the digital environment, making collaborative models between tech platforms and radio stations efficient in terms of reach and sustainability. However, there is still work to be done. For instance, media professionals need training to maximize the potential of existing digital platforms. Additionally, Artificial Intelligence (AI) offers vast opportunities for improving radio and audio production . Technology and Journalism in the 21st Century Technology is now directly linked to journalism. SEO acts as a curator, something journalists have always done. Therefore, excellent reporters with SEO skills are needed who can curate data and prevent misinformation. The path forward for radio and tech companies is collaboration—agreeing on shared objectives. For example, joint content production could be an option: digital platforms can provide resources to co-produce content, particularly on topics related to inclusion, diversity, and human rights. The Role of Public Policies in the Media Ecosystem In this scenario, public policies are crucial and should focus on: • Transparency and fairness in public revenue distribution. • Protection of original content. • Tax incentives for collaboration . BLOCK 2. FROM RADIO TO AUDIO 73 Adapting to Digital Consumption Trends Radio stations have successfully adapted to technological changes, reaching audiences where they are. For example, in Spain, 20% of radio consumption is via streaming, while in the Netherlands, it is 40%. Broadcasters understand that they must be available where listeners want to consume their content . Thus, while broadcasters focus on providing high-quality audio content in the digital ecosystem and understanding distribution systems, tech companies offer valuable resources. However, maintaining balance in this relationship is crucial to ensure fair access to content for users, which requires a regulatory framework allowing free and unrestricted access . A journalist’s profile today must include fluency in different digital languages, adapting to each platform. Reporters must work with both content and digital systems. When producing branded content, 90% of the investment should go into talent . Current Relationships Between Tech Companies and Radio Stations So, what is the current relationship between tech companies and radio? Spotify has partnerships that include: • Technological support (tools, audience insights, distribution, interaction). • Editorial support (helping content find its audience on Spotify). Additionally, there is a need to capture revenue streams currently dominated by Amazon, Google, and Meta. Users seek high-quality content, and advertisers look for high-quality audiences. Regulation plays a key role here—radio has built trust with audiences in a way that Meta, for example, has not. Editorial oversight and regulations provide guarantees, making brand safety appealing to advertisers. INTERNATIONAL RADIO CONGRESS 74 Radio and Young Audiences: The Role of Tech Companies Traditional radio has an aging audience, while collaborations with tech companies help bring younger audiences into the fold. This is evident in the podcast format, which creates engaged communities that interact beyond the program itself. It has been proven that digital platforms expand radio audiences, making collaboration essential. However, the key challenge in this collaboration remains to ensure that it is based on healthy business figures for both parties. ROUNDTABLE CONFERENCE