ABSTRACT
Every time that a new media form emerges, there is much talk about it replacing older forms of media. Video was supposed to kill the radio star, a phrase that has been repeated ad nauseam in uninformed discussions of the medium. The internet was supposed to kill off journalism, television, and film. Indeed, print news media have been badly hurt by the move of audiences to new online platforms. It is essential to clarify the distinction between r@dio and other forms of online audio. For one thing, it is not the same as podcasting, which allows audiences to listen to audio material on demand. The convergence of traditional radio and the internet has enabled the creation of r@dio stations and for new possibilities to be explored. As with other media, respondents regard the content offering as key to gaining and increasing listenership.
