Joan Warner, CEO of Commercial Radio Australia and WorldDAB Asia Pacific Chair
Radio’s future is multiplatform – enabling listening and interaction with rich content at home, at work, in the car and on any device where listeners want it.
This was the message I took to Broadcast Asia in Singapore and KOBA in South Korea last week, two significant shows for the broadcast industry in Asia Pacific.
We’ve been talking about hybrid radio for a while now and, with the recent launch of the DAB-enabled LG Stylus DAB+ (or LG Stylus 2 as it’s known in Europe), we now have a device that makes it a reality.
At Commercial Radio Australia we developed a tailored interface for the phone that allows listeners to enjoy all of the benefits of broadcast digital radio alongside hybrid features – this could be a clickable visual ad to complement the audio that directs listeners to either the advertiser’s site or a station page.
Getting radio into smartphones is a key part of our ambition to ensure that radio remains ubiquitous. Broadcasters have invested heavily in doing more than just audio, engaging listeners online, through social media and more recently through dedicated apps.
This is why hybrid radio is so important – it takes investment in multimedia content even further, combining free-to-air robust broadcast delivery with internet connectivity.
For broadcasters the benefits are substantial, from improved branding to increased listener loyalty and the potential for new revenue streams. The benefits for listeners are also significant, allowing people to listen to their favourite stations without worrying about battery drain or impacting on their data allowance.
We are seeing real momentum for DAB across the Asia Pacific region and hybrid radio is a great opportunity to build partnerships between broadcasters and mobile device manufacturers. In my meetings at both Broadcast Asia and KOBA it is clear that there is a real demand for what hybrid radio and DAB+ can enable.
Now it is up to broadcasters to lead the way, supported by the technology industry in providing the products that make it possible.