With advancement in technology, the significance of digital transformation has been on the rise in recent decades, and radio broadcasting is no exception (Hirschmeier et al., 2019). Hitherto, there have been arguments in recent years regarding a total substitution of terrestrial radio by online radio; nevertheless, this phenomenon has never materialised. Ergo, this essay will discuss the three reasons why comprehensive digitalisation of radio broadcasting is not viable, including internet connectivity issues, increasing competition, and consumer habits. To commence, the need for a constant internet connection to access online radio makes a comprehensive digitization of radio implausible (UN News, 2022; RF Wireless World, n.d.). While analogue radio enables individuals to access content without an internet connection or costs (Mulvany, 2023), internet radio precludes this option. Internet radio still requires a connection (Hodgson, n.d.), which consumers with meagre salaries may f...
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