Wei-wei Vivian Huang
There are more than 100 new and old radio stations in Taiwan, since the opening of radio frequencies in 1993, which have brought about the age of a diversity and a multi-channel ecology for radio in dustries. The relationship between radio listeners and producers has been changed from one-way to two-way or interactive communi cation. The role of listeners’ feedback in the minds of communicators is worth exploring.
This research is to examine listeners’ feedback in the minds of communicators and to reflect the role of listeners’ feedback in a multichannel radio ecology. Nineteen senior radio programming managers, hosts, and producers were invited to have in-depth interviews.
According to the results, compared to old radio stations, several new radio stations value listeners’ feedback toward programs and stations. Most of the radio stations seek for listeners’ feedback through effects evaluation in the post-production stage. Only few radio stations seek for listeners’ feedback in the pre-production stage. Furthermore, the relationships between radio listeners and producers are either limited (one-way) feedback or zero (without) feedback, few are free interactive) feedback.