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Online personalized consumption:

How the radio opened Pandora ’s box. Online personalized consumption:. Obercom 23/11/09 - jpmeneses. Music in portuguese radio: around 80%. - Music in USA radio: 88% are music radios;. - « The majority of stations in Britain follow a very similar

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Online personalized consumption:

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  1. How the radio opened Pandora’s box Online personalized consumption: Obercom 23/11/09 - jpmeneses

  2. Music in portuguese radio: around 80% - Music in USA radio: 88% are music radios; - «The majority of stations in Britain follow a very similar format dominated by music» (Fleming, 2002: 6); - Music in Spanish radio: less than 50%; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  3. Music and young people - «91% of US seventh graders and some 96% of US ninth graders are guided by the music in their choice of radio stations (Felber, 1991, apud Boehnke et al., 2002: 195); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  4. Music and digitalization - «The new technologies of the Internet, at first, seem to Offer a space in which music radio can be made free of corporate interests, where innovation can take place, and therefore where variety can flourish for the public good» Wall (2004: 29); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  5. Radio depends on music industry - «Each week, on average, between one- and two-hundred singles are released in the UK. To reach number one, a single would currently have to sell on average some 125 000 copies in a week. Exposure on radio is a crucial prerequisite of sales success on this scale» (Hendy, 2000: 225); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  6. Radio and its dependency - «Playlists» (narrow); - «Airplay» (fight for); - «Payola» (money, money...); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  7. Radio and its dependency - «More radio stations do not necessarily bring about more choice for listeners and sometimes the only way to distinguish between one station and another is the station ident» (Fleming, 2002: 6); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  8. Radio lost next generation «One of the many reasons radio has lost the next generation is that music stations are unremarkable. They are vanilla. Sound the same. Too repetitious. Too many commercials. Too phony. Not real» [1] [1] COLLIANO, Jerry Del, «Radio: Bob Dylan, Program Director, Inside Music Media, 27/06/08 How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  9. «The McDonaldization of radio» (MaCFarland apud Berry, 2006a: 149). How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  10. Why musical radio loses ‘next generation’ (main reasons): - iPod and mobile phones are more atractive and more convergent; - Internet allows choice, control and personalization; - Free music (legal and illegal) without ads; - Day has only 24 hours (but there are new players); - New generation has different ideias and ‘needs’ (they listen when they want); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  11. Why musical radio loses ‘next generation’ (other reasons): - Radio is failing in convergence; - Narrow radio playlists (repetion); - Intrusive ads and less talent on ‘djs’; - Sincronic formats (24/7); - Ratings doesn’t care about youngs; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  12. «Constant denial – that’s what's killing radio. (…) They have driven off the next generation -- have no clue what they want -- and think the problem is about perception. No one cares about perception -- they care about content and -- I might add -- how it is delivered» [1] [1] COLLIANO, Jerry Del, «Redifene Radio – Don´t Reinvent it», Inside Music Media, 04/02/08 How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  13. ‘All’ music exists online - Being MySpace nº 1 is already more important than massive radio airplay? - Radio is losing gatekeeper role? How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  14. New on-demand music services - Listen the music I want; - Listen the music when I want; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  15. New on-demand music services - iPod has ‘only’ the music I put; - On-demand music services has ‘all’ the music; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  16. On-demand music services - They are free (even if there’s a premium service without ads); - They want I interact; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  17. “Pandora radio” - Created on 2000; - «Listen to free Internet radio»; - Original recomendation service ('music genome project'); - Is a legal player (only on USA); - Inspired hundreds of other services; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  18. Online music services - I can choose the song or the music; - I can reject (skip) the song; - I can create personal playlists; - I can re-listen my music; - I can share my profile and find other interesting profiles; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  19. Online music services - 'Music genome project' (Pandora), 'srobbling' (Lastfm) or Amazon ‘who-bought-this-also-bought-that’ recomendation creates a new way in music listening (social recomendation); - «Listeners have tastes, radio has genres», says Ramsey[1] [1] RAMSEY, Mark, «Radio's in the “scarcity” business», Hear 2.0, 11/09/06 How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  20. Online music services - «Amazon.com’s approach to book reviews is also indicative of a new gatekeeping without gates. Amazon.com seems further instructive of how a digital future might operate along the lines of McLuhan’s “everyone a publisher”» (Levinson, 1999: 128); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  21. Online music services - ‘Thumbs up’ or ‘thumbs down’ gives power to the consumer (each service has is personal taxinomy); - Is the new «matchmaking» (Schmidt, apud Levinson, 1999: 129); How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  22. Online music services - «Services that allow users to customize their channels generate large, loyal audiences» [1] - «Digital technology is creating an iPod generation who see radio, and content, as something they can create and control themselves and is fuelling a wildfire global network of niche, net-based ‘radio’ channels» (Shaw, 2005: 2); [1] «The Radio Futures Study» (2008), Radionext (pág. 22) How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  23. My research - «power to the people» observed on 12 online music services: - AccuTunes; Cotonete; Deezer; Finetune; Imeem; Jango; Last.fm; Launchcast; Musicovery; Pandora; Playlist; We7; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  24. My research - 22 items analized (some examples): - Choose one song? Listen complete version (not 30’)? Choose an artist/band? It sugests me other songs? Skip the proposal? How many times can I refuse? Pause and play? Create playlists? How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  25. My research (conclusions): How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  26. My research (conclusions from 4 chosen songs): How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  27. My research (conclusions from 4 chosen songs): - Five give me what I want; - Four didn’t give me any of the 4 songs; How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  28. Final ideas: - If I want passive music, radio is ok; - If I want to control what I want when I want, online music services is the solution; - «Any radio strategy that doesn’t include listener participation and active input will fail» [1] [1] COLLIANO, Jerry Del, «Gen Y Consults Radio», Inside Music Media, 14/04/08 How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  29. But it will be... radio? How the radio opened Pandora’s box Obercom 23/11/09 - jpmeneses

  30. the end (and thanks)

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