The radio industry is not dead despite declining ad spending — listeners have just shifted to online channels, says Prinn Muensuksaeng, managing director of Coolism Co, the operator of Cool Fahrenheit radio. He said radio station operators should adapt to listener behaviour, such as the public’s refusal to listen to long ad breaks. “Even though there are more online radio channels, radio station audiences have not declined,” he said. “Online radio channels will definitely not cannibalise traditional radio, but rather they can help drive exposure for each other,” Mr Prinn said. The company rebranded its radio station last year, from Cool Fahrenheit 93 to Cool Fahrenheit, positioning as a Thai lifestyle music station on air and online.

Source: Bangkok Post February 19, 2018 20:15 UTC