Migración de los medios radiofónicos tradicionales a digitales y su influencia en las audiencias de la ciudad de Guaranda provincia Bolívar, periodo agosto - diciembre 2025

Abstract

The overall objective is to identify how the migration of radio audiences from traditional to digital formats influences the behavior of radio stations in the city of Guaranda. The study focuses on the idea that the migration of radio media from traditional to digital formats has generated new communication strategies that foster greater interaction and active participation from audiences. The methodology implemented is descriptive with a qualitative approach, selecting communication strategies with the aim of achieving greater audience reach. The main results allowed for the identification and classification of new strategies in the digital sphere to provide potential solutions and actively increase audience reach. The conclusionsshow that, with the evolution of the internet and technology in recent years, radio stations have had to migrate to digital platforms. Through this process of change, radio stations created programs on social media and invested in digital platforms to maintain a presence across all social networks. In conclusion, it is recommended to maintain both traditional and digital formats so that audience consumption is reflected in a variety of content to entertain listeners and viewers.