The overall job of the radio disc jockey has seen an increasing number of changes in the past 15 years, with technology and consolidation as the primary factors. Add to this the increasing influence of hedge funds and centralized corporate ownership, a retreat from localism, continued downsizing of personnel, the ever-threatening potential for further consolidation, the invasion of digital, the steady and stable growth of satellite radio and the relentless tsunami of internet radio — and traditional (or “terrestrial”) radio might find itself in a fight for its very existence.