A rádio que temos

Uma das características da rádio que temos é a desmultiplicação de formatos. Isso é pouco visível em Portugal, onde o mercado é pequeno e pouco agressivo, mas nos EUA e não só assiste-se com grande facilidade ao aparecimento de subformatos, que resultam de apostas em nichos ainda mais pequenos do que os anteriores. Longe vão os dias da rádio para todos.
Uma citação:
“The 47 recognized radio formats include such things as Adult Contemporary, Alternative, Country, Classical, Beautiful Music and Farm/Agriculture. And even these 47 formats are prone to splitting and changing to create new niche markets. What was once Contemporary Hit Radio, or CHR, now includes CHR-Pop, CHR-80s and CHR-Dance.1

This represents a remarkable shift. When commercial radio was begun, stations were broadly programmed channels, much like the later television networks. The same channel, depending on time of day, offered serials, then soaps, music and news. Today, the strategies behind formating radio are even more targeted than cable television. This narrowcasting, as it is termed, adds to cultural fragmentation. It also tends to minimize accidental learning - people becoming more familiar with news, information or even music that they were not seeking out.”