chapter  8
10 Pages

Radio & Digital Audio

WithHeidi D. Campbell, Rick Sparks

The radio and digital audio industry is fragmenting the audience, as the sheer amount of available audio and radio choices are prompting listeners to go directly to what they want to hear. A huge proportion of Internet radio programming is comprised of streaming music services such as Pandora, iHeart Radio, iTunes Radio, and Spotify. One of the main reasons radio was so successful through the Great Depression of the 1930s was because there was no competition that compared to radio, and, after purchasing a radio unit, the programming was free. The difference between analog and digital audio is in how the audio is reproduced. Sound is represented as a wave. A radio wave is an electromagnetic wave transmitted by an antenna. Radio waves have different frequencies; by tuning a radio receiver to a specific frequency, listeners can pick up that distinct signal.