An analysis of the communication strategies of Spanish commercial music networks on the web: http://los40.com, http://los40principales.com, http://cadena100.es, http://europafm.es and http://kissfm.es

Abstract

Increasing online activity and greater competition in the traditional broadcast market are changing the face of commercial music radio in Spain. Music networks have begun to provide supplementary content alongside their radio broadcasts in order to impart distinctiveness to their Internet presence. This study examines the websites of a number of Spanish music stations and reports on the content of those sites, their relationship to the traditional broadcast content, the types of services available and the methods used to encourage user interaction.