Digital convergence: Radio SuperTropicana 105.9, multimedia content and audiovisual production

Abstract

This article is the product of the final degree work for obtaining a Bachelor's Degree in Design and Communication at the University of Palermo, entitled “Multimedia as a content generator. Audiovisual Production of News for Radio Super Tropicana”, belonging to Daniel Perez, the overall objective was based on defining the audiovisual content for radio, focused on digital platforms to maximize its audience, for which the descriptive and exploratory methodology was used, with a qualitative approach, where the theoretical framework provided the conceptual and theoretical framework for analysis, in addition to the SWOT described characteristics and context of the company to identify internal and external elements that affect it, business strategy and finally with the application of an interview was obtained a deeper insight into the subject and its reality, with which it was concluded that; The radio requires digital presence to increase its audience, and the management of strategies that allow it to connect emotionally with it, it is also highlighted that the technological challenges give way to the traditional press to enhance its content and adapt to current demands, finally with the contribution from the design and business administration, graphic and strategic parameters of the proposal delivered will be analyzed.