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Publication
Podem os podcasts ser um elemento de promoção para o aumento de escuta de um canal de rádio?
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.77 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente estudo tem como propósito investigar o papel
emergente dos podcasts como uma extensão estratégica das
estações de rádio em Portugal. Explora a interligação dos
podcasts na programação existente, ampliando a variedade de
conteúdos oferecidos e alcançando diferentes segmentos de
audiência. Analisamos a diversidade de podcasts disponíveis,
desde informativos a culturais e musicais, destacando a sua
distribuição nas plataformas de streaming, e o uso das redes
sociais para a sua promoção. O estudo também examina a
eficácia das estratégias de promoção através de redes sociais,
identificando como estas plataformas permitem uma
interação direta com os ouvintes e influenciam o engajamento
e fidelização. Procura-se compreender se os podcasts podem
ser considerados uma ferramenta efetiva para aumentar a
audiência das rádios, tendo em conta a preferência do público
por conteúdo de qualidade e a relevância dos apresentadores.
Ao analisar a integração dos podcasts nas estratégias digitais
das estações de rádio, este estudo contribui para uma
compreensão mais profunda sobre o impacto desses formatos
na indústria radiofônica em Portugal, sugerindo direções
futuras para maximizar o seu potencial como elementos
promocionais.
The purpose of this study is to investigate the emerging role of podcasts as a strategic extension of radio stations in Portugal. It explores the interconnection of podcasts with existing programming, expanding the variety of content on offer and reaching different audience segments. We analyse the diversity of podcasts available, from informative to cultural and musical, highlighting their distribution on streaming platforms, and the use of social networks to promote them. The study also examines the effectiveness of promotion strategies through social networks, identifying how these platforms allow direct interaction with listeners and influence engagement and loyalty. It seeks to understand whether podcasts can be considered an effective tool for increasing radio audiences, taking into account the public's preference for quality content and the relevance of presenters. By analysing the integration of podcasts into radio stations' digital strategies, this study contributes to a deeper understanding of the impact of these formats on the radio industry in Portugal, suggesting future directions for maximising their potential as promotional elements.
The purpose of this study is to investigate the emerging role of podcasts as a strategic extension of radio stations in Portugal. It explores the interconnection of podcasts with existing programming, expanding the variety of content on offer and reaching different audience segments. We analyse the diversity of podcasts available, from informative to cultural and musical, highlighting their distribution on streaming platforms, and the use of social networks to promote them. The study also examines the effectiveness of promotion strategies through social networks, identifying how these platforms allow direct interaction with listeners and influence engagement and loyalty. It seeks to understand whether podcasts can be considered an effective tool for increasing radio audiences, taking into account the public's preference for quality content and the relevance of presenters. By analysing the integration of podcasts into radio stations' digital strategies, this study contributes to a deeper understanding of the impact of these formats on the radio industry in Portugal, suggesting future directions for maximising their potential as promotional elements.
Description
Keywords
Promoção Rádio Podcasts Audiência