Percepciones y preferencias de la audiencia respecto a los programas de Radio Ambato

Abstract

The work, entitled "Preferences and Perceptions of the Audience regarding Radio Ambato's Programs" was fundamental in the strategic adaptation of programming and online interactions. This study not only strengthened the connection with the audience, but also informed key decisions to maintain the relevance, quality and diversity of content, essential in the competitive context of the media. The methodology applied was based on a quantitative approach. Surveys were used to collect numerical data and further data processing. The sample consisted of 375 people. The principal investigator was Paulo Ricardo Curipallo Manobanda, under the mentorship of Mgs. Franco Herdoiza Mancheno. The methodology seeks to gain a detailed and objective understanding of the audience's preferences. The results highlighted that the active participation of 67% of the audience in Radio Ambato's social networks and digital platforms evidenced a solid commitment through online channels. The 61% rating for content quality demonstrated Radio Ambato's effectiveness in delivering high-quality sound, as an essential element in maintaining audience loyalty. The demographic distribution highlighted a mostly young audience, with 32% in the 20-30 age range, highlighting the importance of tailoring programming to meet their preferences. These findings supported the described need to implement more interactive strategies, invest in technology upgrades to maintain quality, and adjust programming to attract and retain the young audience