Estrategias de comunicación de los ‘programas despertador’ en la RedEl caso de Anda Ya y su presencia en Facebook, Twitter y la blogosfera.

Résumé

Music radios in Spain are experiencing a period of a redefinition and reorganization. In the last decades, the Internet development and competition in the market of the traditional antenna, after the beginning of the different morning shows, are two of the factors that have contributed to the major radio groups in order to focus the music brands. This shift affects the programming strategies, the promotion, the marketing and in particular the content management. In fact, this article pretends to analyze the Facebook profile of “Anda Ya”, the Twitter account and the corporate blog of the morning show (leader in the mornings in the different mass media production firms). It could be indeed interesting to see the functions and purposes of the online use of this type of format. This way, broadcasters have begun to introduce and develop other contents (such as: photos, videos, some added entertainment services, downloads of music files, etc) to offer them by means of digital networks and mobile phones, and so appeal the young adult readers-targets.