The radio would be the finest possible communication apparatus in public life, a vast network of pipes. That is to say, it would be if it knew how to receive as well as to transmit, how to let the listener speak as well as hear, how to bring him into a relationship instead of isolating him. (Brecht, 1932)
In its original form, before the advent of television, radio was the primary media, the device which gathers the whole family who follow the program with undivided attention. Further development of the radio and intersect with new technologies has the complexity of its functionality, allowing portability, specialty programs, the opportunity to interact … New features and new possibilities of radio imposed the issue of how will radio listeners refer to the program in the future, when it, where, how and how much they will consume it. Digital technologies contributing to increasing the number of hours which listeners devote to radio programs as a whole.
The fact that the radio program is available through the new platform, contributes to increasing the number of situations in which it can be consumed – the fact that we will be able to hear our favorite radio station program each time when we are online, or we will be able to listen radio on iPod during the shopping, expands the number of possibilities for the consumption of radio as a medium. By increasing the number of situations in which the radio program can be heard, as well as the increasing number of activities that people can do while listening to the radio, increases survive in the new media environment.
The convergence of radio and the internet has created a space to further satisfy the needs of young people, whose habits are diametrically opposed to the habits of older generations of radio listeners. The convergence of radio and the internet does not only create a new generation of media users, it creates a new generation of listeners of radio, but the radio rich dimensions that provide a new technology – interactivity, visual, speed, availability, the possibility of manipulating content.
Practice of new and converged media in fact is the perfect answer to Brecht objections to the traditional radio – radio crossbred with the Internet is used as a two-way communication channel. Censorship and editorial control are not anymore fatal disabling to the individual who wants to offer his version of the events, his angle, his position and share it with a mass audience – with other users of the same network. The audience as a subject and as an object, were become one with interchangeable places, with common functions. Each user has their own interpretation of the truth.
The convergence of traditional media and new technologies, in particular analog radio and internet radio, redefine existing features, changing habits and expectations of traditional radio audiences, creating new opportunities for listeners and advertisers, changing radio environment, developing a national public sphere in transnational and global.
That what internet radio brings is the new way of using the old media content.