The Public Local Radio in Castilla-La Mancha obstacles and challenges in the digital age

Abstract

This article focuses on Public Local Radio, taking the province of Castilla-La Mancha as a case study, to evaluate the impact that digital tools have generated in their communication environment. Conceived to offer a local public service, the obstacles encountered in using available means are explored. A mixed methodology is applied, combining quantitative (exploitation of the public database and telephone questionnaire) with qualitative methods (semi-structured interviews with the persons in charge of the radios). The results allow us to conclude in the following terms: the Public Local Radio sector in Castilla-La Mancha is characterized by a great vulnerability, despite the fundamental role that they play in proximity communication. Of the 108 granted licenses, only 37% are operational. The frequencies are underused and, in many cases, misused. Apart from some exceptions, there is a low level of digitization of content and "exploitation" of digital resources. However, beyond the use of tools that have arisen from the impact of online radio, virtual social networks and the use of podcasting, this study allows us to conclude that Local Radios promote the associative and collaborative net of municipalities, as well as their social cohesion.