Serbian PERSPECTIVE FOR RADIO IN THE INTERNET ERA

Abstract

The paper deals with the analysis of theoretical views on the future of radio in the Internet era. Radio stations can no longer be limited to linear, one-way, traditional channels, because the audience expects that the radio can be tracked through many other channels, in the first place via mobile phones and other platforms connected to the Internet. The interaction between the editorial and the audience is of crucial importance for the future of radio. The public wishes to have some control over the content of the program, but in this case, it raises the question of who will assume the editorial responsibility over such media? Therefore, whether the media that does not have an editor in general is a media in the traditional sense, or is it a new, hybrid form of media? The situation in Serbia is such that most radio stations do not actually have an informative program, but are mostly music stations. It is also a fact that this business model has not proved successful, and has largely destroyed media pluralism because it does not help the realization of public interest. In such a situation, and thanks to the Internet, there is a chance not only for public radio services to raise their influence on audiences, but also for specific types of radio, such as (g) local radio and - even more - for radio communities.