ABSTRACT
Although Portuguese radio broadcasting has been adapting to the new online communicative paradigm, still it does not seem to appreciate the transversal changes associated with organisational intelligence and strategic policies. Such transversal changes include, for instance, valuing one's own content, intangible assets, proof and source of its activity. In this chapter, we present the results of an analysis of two Portuguese broadcasting companies—RTP and Rádio Renascença. Our purpose is to identify and categorise these companies' content management policies according to their own strategic and functional perspectives. This research is based on case studies and in-depth interviews. The results allow us to conclude that radio broadcasting companies are not exploiting the value of their organisations' content by not identifying a global strategic approach that allows them to integrate content management in corporate activity.
