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Forever young


Whereas newspaper publishers and TV broadcasters are losing young audiences to the Internet, radio stations in North Rhine-Westphalia are pleased with rising listener numbers. The world’s oldest mass medium forms a successful symbiotic relationship with the youngest.

Radio broadcasters including local radio stations are benefiting from Facebook, Twitter & Co. For instance, Antenne Düsseldorf produces the weekly »Broadcast with the Internet« in cooperation with rp-online, the Internet portal of the daily newspaper Rheinische Post. The programme is broadcast on VHF frequency 104.2 and as a stream on the website ««; there, listeners contribute actively by Chat, ICQ and Twitter or post a comment. Outside broadcasting hours, interesting links and further online-related issues are available, which could not be dealt with in the broadcast itself.

The Media Authority of North Rhine-Westphalia (LfM NRW) awarded its special prize in the framework of the LfM Radio Broadcasting Award to this cross-media project. For almost 20 years, the annual award has been an integral part of the media landscape in Germany’s largest federal state, supposed to promote the journalistic quality of programmes and advertising. Prizes are awarded to creative programme achievements, local commercials and advertising campaigns of private radio broadcasters in North Rhine-Westphalia.

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