Media Convergence: Websites of Radio Stations in the Republic of Croatia

Abstract

: The digitization process alters the media landscapes in all developed European countries. This study presents the results of research that was conducted on the sample of active websites of all radio stations based in Croatia. All active websites (n=157) were mapped on the basis of a matrix that included news, communication, and advertising content as well as indicators of media convergence. The results show a marked unevenness in terms of individual websites’ offer, especially in the category of news content. What all sites have in common is a strong reliance on programmes pre - viously broadcast. Reasons for this neglect are lack of money and lack of staff trained to work in a digital environment. Websites are not under stood as a step towards a converged media environment, nor is there a clear awareness of their role in the strategic development of the medium of radio in the 21 st century.