A version of this story first appeared on Radio World
At Radiodays Europe and RadioAsia this year, we’ve been talking to commercial and public broadcasters about why they use DAB+ and what it enables them to do.
DAB+ enables broadcasters to increase audiences and extend geographic reach. These new services and more listener choice result in increased revenue opportunities and new business models such as sponsorship and pop-up stations.
For SBS Australia that means being able to launch a Eurovision station, or target minority language groups across Australia.
In Norway, the move to digital radio means much more choice for listeners and stations targeted at specific age groups, that simply couldn’t have existed on FM.
In Belgium, public broadcaster VRT reaches around 60% of the potential audience in Flanders and broadcast digital radio is an essential and resilient part of its radio strategy.
The reach of digital radio means that Fun Kids Radio in the UK is listened to by a quarter of a million 6-12 year olds – a specific audience that they simply wouldn’t have been able to reach through FM.
Many broadcasters around the world have already embraced digital radio – launching new services, building brands and reaching new audiences.
The key to success in DAB is to take a proactive, innovative approach and the biggest threat to broadcasters is to ignore the opportunities of DAB – leaving the door open to more agile competitors and new entrants.