CASE STUDY: 90elf and Mercedes Benz
90elf is a digital only radio station dedicated to bringing listeners live matches via the radio and it is the first choice for football fans who don’t want to miss a game. The station is broadcast online and on DAB+ and is strongly committed to a digital strategy via DAB+ and IP and has embraced the commercial opportunities that digitalisation has offered.
One of these opportunities is getting 90elf in the car. Over 57 million German citizens listen to radio every day (77.8 of all Germans), an average TSL of 187 minutes a day with 31 minutes of that spent listening while driving per day. Over 40% of the German population listen to radio in the car.
So while 90elf may be available via smartphone, laptop and via the standard DAB+ kitchen and portable radio – 90elf is not readily available in-car, an issue that is being addressed head-on.
Trial with Mercedes Benz during the Euro 2012
Working together, 90elf and Mecedes used DAB+ and IP as complimentary transmissions standards. DAB+ was used for the audio signal and IP was untilised to stream additional information such as a live ticker, tables and team line-ups.
How was this achieved?
The application of the existing Mercedes Benz in-car app infrastructure, combined with the generic match-data via XML from the 90elf data warehouse which is also used for the website and apps was used to create a speedy, flexible and easy solution.
Through running the trial it enabled us to realise a workable and easily implementable hybrid solution which further encourages us as an organistion to pursue a hybrid platform approach. It enables us to access more feature and more manufacturers and to the prospect of reaching our goal of becoming ‘ the stadium in your car’.
CEO of Digital Regiocast