Commercial radio in its current form could disappear in as little as fifteen years, Enders Analysis founder Claire Enders has warned at the MediaGuardian Changing Media Summit.
Enders insisted that even though radio consumption remains high, a combination of onerous regulation and changing listening habits could see commercial radio becoming obsolete.
She warned: "Radio is being dwarfed by classified, online display, search and the next generation don't believe in it as much."
Absolute radio chief operating officer Clive Dickens dismissed Enders' prediction, but conceded that in the current economic climate, some commercial radio stations will fail.
He said: "The challenge is to move away from display as advertisers are looking for better return on investment."