THE FUTURE OF MACEDONIAN NEWS RADIO STATIONS IN THE TIME OF SOCIAL MEDIA AND ARTIFICIAL INTELLIGENCE

Abstract

The development of technology, as much as it brings novelties and advantages, also represents a challenge for overcoming certain obstacles to development in certain spheres and segments of social life. The broadcasting industry and radio stations as part of this sphere, with the advent of the Internet, smartphones and artificial intelligence, face the biggest challenge every day, that is, how to survive and remain competitive in the media market. The subject of this paper is an analysis of the situation of news radio stations and the challenges they face in order to give recommendations for improving the situation in which they are. The paper contains data from several research, and as a case study the transformation of Macedonian radio Channel 77 is elaborated.