“The merger of the two Grupo Prisa radio stations in Colombia is not just a reshuffling of programming lineups. It is an explicit acknowledgment that radio — even big radio, even influential radio — can no longer sustain itself as it once did. Habits have changed, advertising has fragmented, audiences have aged, and the business has become unpredictable.
Behind this decision is Prisa’s global strategy, as the corporation has stopped operating solely as a media company and begun acting as a financial asset that must be profitable, efficient and attractive to investors, with a clear logic of no more red ink and positive financial results.”
