It is hard to imagine any industry not having made an effort to take advantage of the far-reaching capabilities of the Internet, and radio is no exception. Benefiting from the technical advances of audio streaming, virtually all major radio stations have crafted a presence on the World Wide Web. In fact, you would be hard pressed to find even small market radio stations not enjoying their own spot on the Internet. The beauty of a station’s unique call letters has allowed nearly all of them to have an instant web addresses by simply inserting their call letters between “www” and “.com.”
Most of the sites are simplistic in their approach. They provide a program schedule, links to their various advertisers and the ability to stream live audio. But as more and more people are going to the web to listen online, the sites have become more elaborate.
Transplants can now listen to their favorite station from back home. Sports fans can pick up the live play-by-play of the game even if they cannot find it on their radio dial. The possibilities are limited only by the imagination. Some stations, like WHFS-FM in Washington, DC, have found permanent homes on the Internet after their traditional radio wavelength was changed to a new format.
Radio and the Web look to have a long and prosperous life together and there is no reason to believe that radio will do anything but benefit from this partnership.