Integrating new media to non-commercial media businesses from a projectmanagement perspective in Hispanic markets

Resumo

Non-commercial radio broadcasting organizations are experiencing a meaningful loss of audience, mainly based on migration to emerging  media outlets. Traditional media have shown ineffectiveness in developing strategies integrated into emerging media channels, potentially impacting business opportunities and consumers. Contrary to the commercial media sector, new media integration by the non-commercial industry tends to  need improvement. Inquiring into the practices, knowledge, and application of tools and techniques aligned to the Project Management discipline at the non-commercial radio management level helped to  understand the potential occurrence. The qualitative research supports comprehension and improves knowledge of how radio broadcasting managers handle migration and manage survivability. Examining the decision making and operational problems of non-commercial radio broadcasting firm managers’ points of view resulted in an enhanced understanding of the ineffectiveness of new media development. The interviewees’ answers displayed relevant data that intends to help broadcasting businesses in the new media elaboration, such as podcasts, as part of their product offerings and expansion opportunities. A lack of formal education and training and a sense of urgency are needed. Project management methods and knowledge are recommended based on the significant limitations in the management process, such as planning and executing a new media development task.

This article was originally deposited in Zenodo as part of the ALBUS Conference open-access archive.
Citation:
Rosado, J. (2024). Integrating new media to noncommercial media businesses from a project management perspective in Hispanic markets.
Proceedings of the 2024 Academy of Latin American Business and Sustainability Studies (ALBUS), Puebla, México. https://doi.org/10.5281/zenodo.13996285

This version has been included in the official ALBUS Proceedings with permission and remains unchanged in content.