Carter puts brakes on digital radio switchover
LONDON - Radio industry hopes of pushing digital migration in 2017 have been hit by the government's refusal to set a switch-over plan for consumers, despite hailing the £200m push driving the change from analogue to digital TV a success.
The future of digital radio looks bleak as it emerged that listening via the medium dropped for the first time over the final quarter of 2008.
While DAB radio ownership has increased to 29.7%, radio listening via digital platforms fell 0.4% quarter on quarter to 18.3% and many digital stations have reported audience declines, according to Rajar.
In his Digital Britain report, communications minister Lord Carter said the government would not create a switch-over plan until 50% of radio listening is digital, a situation that is not likely before 2015.
Beth Thoren, director of communications for Digital UK, the body leading the TV switchover, said setting a date for radio too would help drive momentum. 'It is vital that the timing, costs and benefits of radio switch-over are effectively communicated,' she added.
However, Lord Carter's report said 'the rationale for "switchover" from analogue to digital cannot simply be transferred from television to radio'.
Digital radio take-up would need car manufacturers, the retailers and the BBC to 'increase the attractiveness, availability and affordability of DAB'.
Amanda Barrett, radio engagement specialist at Universal McCann, said there is a 'desperate need' to make DAB more appealing. 'People are not listening to digital radio so it is difficult to monetise, and DAB is not giving the same ad opportunities as internet radio.'
RadioCentre chief executive Andrew Harrison believes digital stations need to air exclusive content. 'That would be transformatory,' he said.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...