El proceso de adaptación y configuración de la radio en Colombia

The starting point of this article is the implementation of Colombian radio in the online environment, based on the analysis of the strategies applied in the prime time programs of the five broadcasters with the most significant audience ratings. We carry out the approach through the application of a mixed methodological instrument that combines a qualitative and quantitative approach, allowing for a detection of the synergies established between the conventional antenna-based broadcast and the online domain (web-radio and social networks). The results of the study show, the interest to ratify the sound content against other modes of expression in the multiple platforms. Secondly, to show a communicative strategy that portrays a mediated interrelation with a low index of interaction between the emitter and the listeners-users; and, finally, the use of the web radio as a tool for the promotion and diffusion of the contents of the conventional antenna broadcast.