Balogun+report+prospectus

//connecting with Gen Y using on-demand media// 

**Reaching Consumers with Online Music Services ** Robiat Balogun  //Why FM Radio is no longer Effective? Internet Music Captures Consumers, Leaving FM Radio Out  //

The rise of internet radio and peer-to-peer sharing has made it difficult for radio stations to stay afloat in a society constantly on the move. Due to the decline of FM radio, advertisers must reach consumers through online music services, leaving radio with fewer options in gaining revenue.
 * //__The problem __//** 

//Proximity // focus group results show that Gen-Y users are turning to  online music services  for new music. Napster, one of the first online <span style="font-family: 'Arial','sans-serif'; font-size: 11pt; mso-ansi-language: EN-US;">peer-to-peer sharing companies <span style="font-family: 'Arial','sans-serif'; font-size: 11pt;"> to <span style="font-family: 'Arial','sans-serif'; font-size: 11pt; mso-ansi-language: EN-US;"> provide digital music files at no cost. This report details the impact of online music on FM radio stations. Companies such as Napster and Limewire have made it difficult for radio stations to connect with Gen Y listeners, with MP3 and iPod capabilities. The online music companies allow Gen Y listeners to have full control of what music is downloaded and play without commercial interruptions. Advertisers have migrated towards the internet in hopes of reaching consumers. <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 11pt; mso-fareast-font-family: Arial;"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 11pt; mso-fareast-font-family: Arial;"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 11pt; mso-fareast-font-family: Arial;"> || <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 11pt; mso-ansi-language: EN-US; mso-fareast-font-family: Arial;">
 * **//__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 11pt; mso-fareast-font-family: Arial;">Proximity’s on-demand media solution __//**