Developing a Media Watcher Through Business Intelligence Tools: An Approach for Emerging Media Industries

Research and monitoring are two driving forces in the development of media industries. In this sense, media watchers can be essential in emerging countries where media companies face budgetary constraints and lack of access to technology for decision making. This paper presents an experience carried out in Honduras for the development of a radio watcher with the support of Information and Communication Technologies (ICT) focused on Business Intelligence (BI). To achieve this goal, a Canvas Business Model was applied to conceptualize the project and Microsoft Power BI was used to build a dynamic dashboard for data management. Data was collected through two methods; literature review and a survey completed by 166 people to measure their radio consumption. The results allowed to categorize, analyze, and show the information in an online media tool that provides data from the radio on four areas: general overview, billing, audience, and trends. These indicators of the radio industry allow decision making for content programming and business strategies.