Eureka! Online

A strong case for the switch to digital

Issue 16 fpThe growth and adoption of the DAB family of standards over the past few years has been extensive. The majority of the radio industry are keen proponents for bringing the medium of radio into the digital age. However, some hesitation still remains. Some commercial broadcasters in certain markets view the migration to digital radio as a threat. A fear of increased competition, and increased running costs, by some commercial broadcasters has led to certain countries’ efforts for digitalisation of radio being delayed.

In response the WorldDAB Business Case Scenarios Report studies the business rationale for digital broadcast radio. It provides radio stakeholders with an international overview of where it is has been successfully adopted and outlines the benefits digital radio brings to both listener and broadcaster. It describes specific ways to manage and offset costs, illustrating how frequency planning and regulatory initiatives can have a considerable impact. It also examines other factors which are vital to ensuring a successful launch.
The report will offer broadcasters an opportunity to discover more about how digital radio can help build brands, how to launch new services and to deepen the listener’s engagement.

Issue 16 slide ph bcsIt also takes a close look at how digital radio can expand and increase revenue, citing real examples of current digital brands which are doing exactly that in Germany, Switzerland, Australia, the UK, Hong Kong and in many more. Finally, there are some compelling examples of how the industry must collaborate in order to achieve a successful market launch. Countries with developed digital radio eco-systems provide useful case studies on how strong cross-industry collaboration helps enable the development of a cohesive rollout strategy.

IP and Hybrid radio
There is a section of this report which addresses the limitations and risks of relying on analogue and IP and ignoring digital broadcast radio. Hybrid technology (broadcast and IP in the same device) is rapidly becoming commonplace, and some broadcasters consider IP a viable option. IP has a part to play by allowing targeted information and advertising to be shared to the listener, and allowing for niche programming. However, one cannot overlook the fact that there needs to be a terrestrial digital broadcast connection as the ‘backbone’, of hybrid radio to enable robust, free to air services to millions of listeners.

With the momentum and impetus driving the digital broadcast industry forward the research will provide valuable, evidence based research which can support and inspire commercial broadcasters internationally as they switch over to digital radio.

WorldDAB Project Office

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Eureka! Online is the WorldDAB newsletter, published regulary and distributed to over 4000 global key players from the radio broadcasting industry. Its readership also includes governments, country regulators, policy makers and the automotive industry.

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