Radio stations are important to the revenue model of media companies, because that way they can get advertising revenue. It is also an ideal channel for car promotion and, for example, to put the spotlight on TV programs and events of companies that fall under the same media group. For example, Qmusic can advertise VTM programs.
Making radio is also relative cheap compared to television. It is an investment that pays for itself relatively quickly. With a new radio station on the FM band, Studio 100 could build up a loyal audience that would then gradually switch to digital radio.
“FM is, as it were, the entrance ticket for radio stations to start broadcasting digitally,” says Tom Evens, professor of Media Industry and Technology Policy at Ghent University.
“Today, a digital radio station can hardly do without the appearance of an FM frequency. FM radio has a very loyal listening audience and a lot of listeners. It also remains the first channel for advertisers to reach their potential customers. needed to fund the digital radio stations.”
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