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"For me, the '2.0' refers to all the crazy, slippery digital stuff you can access out there as an online listener," he explains.
According to BRS Media, which has been compiling a directory of Internet radio stations since 1995, the online listener now has access to more than 13,000 sites.
Because while new media and old media are supposed to be enemies, KCRW.com is trying to make them allies, by building an online listener base -- and in the process trying to create what amounts to a national brand.
6Music's lineup includes breakfast host Shaun Keaveny and weekday morning presenter Lauren Laverne, who have both previously presented shows on London music station Xfm, and George Lamb, who was the focus of an online listener campaign to have him removed from the station.
While Donham didn't go into details, he did note how many local stations still run the same local ads online, even though the online listener is often anything but local.
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Online listeners can rank the aspiring artists they hear.
That is because most online listeners still tend to stream radio hits or top-selling singles.
The music industry, by comparison, waited years to provide legal options for online listeners.
The number of online listeners is not enough to sustain a commercial venture, he said, adding, "The power of MVY is its deep, deep relationship with its listeners".
With four million monthly users, 560,000 of them paying, its audience is a fraction of Pandora's, which is more than 65 million a month; Clear Channel Communications has nearly 50 million online listeners through its station sites and iHeartRadio app.
The station not only broadcasts to diners across the MEATliquor restaurant chain but attracts online listeners from 130 countries and follows rules which might not be recognisable to Ofcom, including: "no bongos", "no hippies" and "no Coldplay".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com