1. The Future of Public Service Radio First Cross-Radio Conference Frascati, 29 May 2009 María del Pilar Martínez-Costa University of Navarra, Spain

2. A process of radical change Break with the traditional media processes It is not only a technology problem: –content –dialogue with the audience –radio identity

3. Edward Pawley, 1973 “It is in the scope of the distribution where the technique exerts its more direct effects on the structure of the broadcasting”

4. Diversity and decentralized radio model Radio is a service Public service radio coexists with and complements with the other broadcasters Commercial radio is now competing on the international market Non-commercial radio is a growth area with new strengths

5. Natalie Swed Stone, 2006 “The digital revolution has forever changed attitudes, expectations and content. The competition is now infinite”

6. The audience is also changing Redistribution of audience Younger listeners The public is using more media, including the radio

7. Radio World International, 2008 “At the present time people do not buy radio receivers, they buy "things" that have a radio receiver (cars, clocks, phones..).”

8. Digital systems are not a success Offer great opportunities but traditional broadcasters do not see them

9. Jack Messmer, 2006 “ It’s a multiplatform world”

10. An identity crisis of radio Audio on line and on the other platforms question what radio is Multimedia or audio Point-to-point or point-to-multipoint Live radio or download content

11. Chris Priestman, 2007 “What radio means to us as a media”

12. Decalogue for change

13. #1 Have a positive and active attitude towards the change: lead the way

14. #2 Make decisions on the broadcasting model and choice of complementary platforms without waiting for European or global decisions

15. #3 Study, listen and work with the audience

16. #4 Be where the media are used

17. #5 Win back the concept of radio and the roots of its public role

18. #6 Establish new production and transmission structures depending on the new audience situation

19. #7 Gamble on new content, change liabilities into assets

20. #8 Make the most of market globalization for better sales of world broadcasting services

21. #9 Train professionals

22. #10 Talk to researchers

23. Quo vadis, radio? Onward, always onward

24. Thank you very much Merci beaucoup Grazie mille Muchas gracias marcosta@unav.es Art Source: Gerd Arntz, The Gerd Arntz Archive, Municipal Museum of The Hague