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Eureka! Online

The importance of business case scenarios for commercial broadcasters

Issue 16 fpThe commercial broadcasting sector is in need of support and information in relation to the complex decision making process for migration to digital radio broadcasting. The WorldDMB Steering Board has approved a focus on defining how this can be achieved.

The research involves collecting, analysing and collating information on the following elements:

– Comprehensive overview of added functionality which digital radio offers and how this may translate into revenue.

– The advantages of DAB/DAB+ digital radio in meeting listeners’ expectations when listening to news, information, music and compared to analogue radio, illustrated by case studies from existing successful commercial digital broadcast stations including cross promotion on analogue stations; use of back channels and social media for added interactivity.

– Templates for business case models which can be adapted for use by individual stations
– Long term (ten year) cost comparison of shared infrastructure and operation costs compared with individual analogue broadcaster costs.

– Incentives for commercial broadcasters, for example, a lengthy no new entrants period while digital services are introduced and promoted by existing broadcasters who have to develop new content and carry dual transmission costs in the short term.

Through this important work WorldDMB will collate usable, practical and adaptable business models that will inform commercial radio operators in their decision to migrate to DAB/ DAB+ broadcasting and a series of tailored workshops will be held throughout 2012 and beyond.

WorldDMB Project Office

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