What is Synergy

Television was the first disruptive innovation that impacted radio. Radio adapted by changing its programming to disc-based music, which was less expensive to produce, and changing the revenue model from network advertising to local ads and national advertising. Mobile phones are being used increasingly for music, and since they are as portable and easy to use as radios, they are creating a new wave of disruptive innovation. Currently, radio revenues are holding strong, advertising across traditional and new media platforms is effective, and radio executives are creating apps and trying to activate the FM chip in mobile phones in order to ensure a place on the new platforms. Classical public radio has a slight advantage in that the Internet streaming radio services do not serve classical listeners as well; however, that could change. It will be necessary to monitor changes in technology use and advertising effectiveness to ensure that radio and classical radio remain competitive.