Dirección creativa de un programa radial de eventos culturales y musicales en la ciudad de Cuenca

Abstract

This research develops a creative direction proposal for La Movida Cuencana, a transmedia radio program aimed at promoting cultural and musical events in the city of Cuenca. The study is based on the identification of a key issue related to the fragmentation of cultural information and the limited integration between traditional media and digital platforms, which hinders timely public access to local cultural offerings. Methodologically, a mixed approach is employed, combining interviews with cultural managers, surveys of the target audience, and an analysis of media consumption habits. The findings reveal that radio remains a relevant communication medium; however, it requires innovation in its formats and stronger integration with social media to adapt to contemporary cultural consumption dynamics. In response, a transmedia proposal is designed that articulates radio content, digital strategies, and mechanisms for citizen participation. This proposal is structured through dynamic segments and a relatable communication style. Its validation, carried out through a pilot test and qualitative techniques, confirms its relevance, clarity, and potential impact. The study concludes that the project contributes to strengthening cultural dissemination and fostering more active connections between citizens and the local cultural scene.