The thesis systematically examines the transformation of "classical" radio into a hybrid audio medium operating simultaneously across multiple platforms. The central research questions address how editorial teams adapt production and distribution strategies to platform culture and to the habits of younger audiences, who consume content asynchronously, in personalized ways, and on mobile devices. The study pursues two aims: to analyze editorial motivations and practices in planning, shaping, and concurrently distributing content across different channels, and to investigate the motives, habits, and perceptions of young people in their use of radio and broader audio content. The empirical component employs a qualitative approach based on semi-structured interviews with radio editors and younger users of audio platforms, enabling a direct comparison between production logic and actual user practices. The theoretical framework connects mediatization, convergence, and platformization with personalization and algorithmization, which influence curation, discovery, and the measurement of engagement while raising questions about editorial diversity and credibility. The analysis comprises three parts: editorial strategies, youth motives, and cross-channel practice comparisons within usage contexts. The conclusions offer guidelines for multiplatform radio: designing multi-platform content, upholding editorial standards, and fostering active audience participation through feedback loops.
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