Experimentation with content may be the key to profits in streaming radio online, says Skip Pizzi, NAB director of digital strategies, who notes the example of how television was changed by the advent of cable. Although the challenges of producing content for streaming and measuring audience online are formidable, "Any sort of ... audio content provider cannot afford not to be streaming, not to be podcasting, not to be making their content available for on-demand listening on any device possible," adds Jennifer Ferro, general manager of streaming radio pioneer KCRW-FM in Santa Monica, Calif.

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