Dutch web radio as a medium for audience interaction

In this essay we illustrate how Internet technology is used to facilitate interaction between the web radio programme BuZz and its listeners. We examine the concept of interactivity in terms of the manner in which contact is achieved between radio programme hosts and listeners, and the manner in which listeners gain a degree of control over programming content. The analysis is based on a small-scale study involving individual interviews with programming staff and focus group interviews and an electronic survey held among the listeners of the web radio programme BuZz. This case demonstrates that although interactive tools are made available on the website, live web radio programmes continue to resemble traditional radio shows inasmuch as radio programme hosts prefer to remain the ‘stars’ and listeners prefer to be entertained and treated as members of a conventional radio audience. Before this case is presented, however, we provide a brief sketch of the general phenomenon of web radio.