RTL 102.5 is going to launch a new multiplatform format on news: developing the strategy and product definition to be appealing for the young generation. / Elena COZZA / 2021

Titre : RTL 102.5 is going to launch a new multiplatform format on news: developing the strategy and product definition to be appealing for the young generation. Type de document : Mémoire Auteurs : Elena COZZA, Auteur ; Chiaria DE ISEPPI, Auteur ; Bianca FRIZZONI, Auteur Année de publication : 2021 Importance : 64 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; RADIO ; TELEVISION SECTEUR Entreprise RTL Résumé : The purpose of the dissertation was investigating the responses of younger generations to news, highlighting the usage of standard radio to the fruition of news, reviewing the popularity of RTL 102.5. The decision to discuss the habits of the younger listeners has been driven by the launch of a new multiplatform format on news, designed to be appealing for young generations. The authors will develop a spot-on survey to better investigate and scrutinize the habits of both Gen z-ers and Millennials, linked to the role of news and radio as a everyday activity and cultural phenomenon, the rise of social media to achieve an omnicanality and the influence of previous generation practices linked to radio usage. The researchers will consider the use of survey and photo-elicitation method as the most appropriate approaches to gather and analyze insightful data around the topic. The results will be analyzed and discussed through a critical analysis. The themes that were recurrent throughout the research will be used as a fundamental to develop the strategy and the product definition of a news format for RTL 102.5. The dissertation will terminate with the discussion of the practical implications of the findings. Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539316