A two-dimensional approach to the study of podcasting in Spanish talk radio stations

Over the last decade, technology has transformed traditional radio broadcasting, not only as a mass medium but also as a cultural industry. Podcasting has been adopted by broadcasters as a useful tool for radio on demand. For broadcasters, it also offers the opportunity to explore new formats and new radio content and the possibility of reaching listeners in new ways. This article discusses the use of podcasting by the main radio networks in Spain. It is based on a quantitative study amongst broadcasters, focused on those chains that have adopted podcasting to offer some of their conventional broadcast programmes. The aim of the present study is to establish which elements of programming and business strategies are motivating the use of podcasts by these radio stations. In addition, this article also provides a first approach to the main genres and programmes supplied in this format.