Podcast and the new monetization possibilities in broadcasting

Abstract

The radio medium had its characteristics expanded and enhanced by the internet, making it possible to differentiate its contents through a change in production, editing and transmission, and gaining more agility with the digitization of audio and other information necessary to serve an audience with more power of choice. Within this scenario, we highlight in this article the need to change the business models of communication companies, especially radio stations, in view of the various forms of content monetization. We present some successful podcast projects, as a way of distributing content for this new historical moment in which audio once again became a highlight in media consumption. This article attempts to explore this differentiation process and comment on the possibilities of using this format on a market scale.