Digital Radio for Ireland: Competing Options, Public Expectations - BCI
Digital Radio for Ireland: Competing Options, Public Expectations - BCI
Digital Radio for Ireland: Competing Options, Public Expectations - BCI
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Table 1.5: Internet <strong>Radio</strong> <br />
<br />
Internet radio is a serious competitor to terrestrial radio <br />
YES NO <br />
RTE Not a replacement – a strong novelty <br />
factor <br />
National/Quasi <br />
national radio <br />
Extension of marketing and <br />
listenership; ability to target specific <br />
needs/niche audiences <br />
Low take up of radio online <br />
Local radio Low levels of listening online, low <br />
impact <br />
Community <br />
radio <br />
Growing audiences, Internet is not <br />
bound by licences <br />
Terrestrial radio is embedded in <br />
culture <br />
Other Significant PC penetration Unreliability of the service provided <br />
internet is not ubiquitous; <br />
broadcasting via internet – cost <strong>for</strong> <br />
every single listener <br />
In general mainstream broadcasters see internet radio as an ‘add‐on’ to traditional radio rather than a <br />
competitor. It is defined as niche plat<strong>for</strong>m rather a broadcasting one and allows the broadcaster an <br />
opportunity to target specific audiences, or use it as a’ brand extension’ <strong>for</strong> terrestrial radio. <br />
<br />
Present indications are that internet radio has a strong novelty factor arising from the wide <br />
range of content available. This accounts <strong>for</strong> the first wave of adoption of recent years. It is not <br />
clear yet whether actual radio station listening is changing (e.g. there does not appear to be <br />
any significant effect on JNLR figures) or whether the majority of listeners will prefer the <br />
mobility and simplicity of terrestrial radio. <br />
[RTÉ] <br />
I think internet radio is a competitor to terrestrial radio, but not a massive threat. I think most <br />
people still listen to their favourite programmes on terrestrial radio and will continue to do so, <br />
albeit while mixing their radio listening with the more varied options available to them through <br />
internet radio stations. I think that terrestrial radio will remain the cornerstone however. <br />
[Raidió na Life 106.4FM]<br />
One submission suggested that the internet could signal a more profound change in radio habits in a <br />
direction that is as yet undetermined: <br />
39
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