In recent years radio and the Internet have been permanently intertwined. Recently, radio has begun to be broadcast over the Internet, and Internet content has begun to be broadcast over the airwaves. For this exchange of positions to occur, there needs to be a change in transmission of sound from the standard analogue of radio, to the digital nature of the Internet. Analogue audio will become extinct in the near future. Although sound in nature …showed first 75 words of 938 total…

…showed last 75 words of 938 total…be able to customize the advertising message to each user. Today's broadcasters need to become collectors of information about the listeners and act as a source for the listener to tap into whenever they wish. The consumer is then no longer confined to the content that the broadcaster has picked for them, but content that the listener has decided that he or she wishes to hear, and at a time when they choose to listen.