Consultoría organizacional para la evaluación de la viabilidad estratégica y financiera del desarrollo de una aplicación móvil en radio uno Villavicencio

Abstract

This study presents an organizational consultancy aimed at evaluating the feasibility of developing an Android mobile application for Radio Uno Villavicencio, in the context of the ongoing digital transformation of traditional broadcasting media. Based on quantitative data collected through a structured survey, the study analyzes audience behavior, content preferences, and technological usage patterns. The findings reveal a strong affinity for popular and llanera music genres, frequent daily listening habits, and a high prevalence of Android smartphone use among listeners. Building on this diagnostic foundation, the research proposes a series of strategic recommendations to guide the station’s digital transition. Key areas of focus include fostering organizational cultural change toward digital adoption, designing a user-centered application, implementing hybrid monetization models (freemium structures and targeted advertising), and deploying analytic tools to enable data-driven decision-making. These recommendations are grounded in a comprehensive theoretical framework, drawing from Albarran’s (2017) media economics, Barrios Rubio’s (2016) model of digital transition in Colombian radio, Napoli’s (2011) insights on evolving media audiences, and Edison Research’s (2022) findings on digital audio consumption trends. The study concludes that, with a holistic organizational approach and appropriate risk management in both technical and financial domains, the development of a mobile application is not only feasible but strategically aligned with the station’s long-term sustainability goals. This consultancy offers an analytical and operational framework that could serve as a reference for other regional broadcasters seeking to navigate similar challenges in the digital media landscape.