Date

12-19-2023

Department

Graduate School of Business

Degree

Doctor of Business Administration (DBA)

Chair

John E. Johnson

Keywords

project management knowledge, digital media development, radio broadcasting

Disciplines

Business

Abstract

Non-commercial radio broadcasting organizations are experiencing a significant loss of audience based primarily on migration to digital media outlets. The ineffectiveness of developing new media, such as podcasts, to reach new audiences and expand new business opportunities is reducing the chances of survivability for a hard-regulated radio sector established by the Federal Communications Commission regulations. A major new media integration exists in the non-commercial radio broadcasting industry in Puerto Rico, and inquiries into the knowledge and application of Project Management tools and techniques present on the management level of Hispanic markets help understand the occurrence. The performed study integrated a qualitative research method with a single study approach to increase comprehension and improve knowledge of how radio broadcasting managers handle audience migration from an efficiency perspective. Inquiring into the decision-making and operational problem of non-commercial radio broadcasting firm managers’ points of view resulted in a better understanding of the limitations and ineffectiveness of web-based platform media development. The participants’ answers showed relevant data that should help radio broadcasting businesses develop new media, such as podcasts, as part of their product offerings and expansion opportunities. The findings include themes such as lack of formal education, training needed, lack of urgency, knowledge of project management methods, and limited planning to develop new media.

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