Adaptation of Radio Broadcast During the Media Convergence Era

Abstract

The objective of this qualitative research is to examine decisive factors in the adaptation of radio broadcast during the media convergence era. This study uses a key informant interview to gather data, and the following four radio broadcasters represent the research population: Coolism Company
Limited- COOL Fahrenheit 93, representing business radio stations from the central private sector,
Don Tree Season - Don Tree Season’s Modern 9875 (FM 98.75 MHz) and Friend 105.75 (FM 105.75 MHz), representing business radio stations from the local private sector, Chulalongkorn University Broadcasting Station (FM 101.5 MHz), representing institutional radio stations from the central public services sector, and Voice of Mass Communication (FM 100 MHz), the Faculty of Mass Communication,
Chiang Mai University, representing institutional radio stations from the local public services sector.
The findings revealed that all four radio broadcasters adopted every element of the concept of
Lifestyle Media: new media outlets—website and application, new interactive content—content exchange via new media outlets instead of traditional sending and receiving content, new content—phone-in or comments via Facebook fan page, and new searching database-radio on demand on website or application. This made the samples effectively reach their target groups, and the level of their reach was depended on their organizational structure, missions, visions, personnel, and audience bases.