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Communication Technology Update and Fundamentals, 15th Edition by Jennifer H. Meadows, August E. Grant

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8

Radio & Digital Audio

Heidi D. Campbell, Ph.D. & Rick Sparks, Ph.D.*

*Campbell is Chair, Dept. of Mass Communication, North Greenville University (Greenville, South Carolina). Sparks is Professor, Dept. of Mass Communication, North Greenville University (Greenville, South Carolina).

Introduction

Radio was supposed to be dead by now. But in the age of the Internet, Satellite, and HDTV, radio has managed to survive. However, digital audio services pose a threat to the medium that demands its reinvention. Today, people want what they want when they want it, and why not? The radio and digital audio industry is fragmenting the audience, as the sheer amount of available audio and radio choices are prompting listeners to go directly to what they ...

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