Digital Radio for Ireland: Competing Options, Public Expectations - BCI

EXECUTIVE
SUMMARY
This
 report
 arises
 from
 research
 funded
 under
 the
 Broadcasting
 Commission
 of
 Ireland’s
 Media
Research
 Funding
 Scheme
 2008,
 and
 is
 a
 collaboration
 between
 Brian
 O
 Neill,
 Dublin
 Institute
 of
Technology
 and
 Helen
 Shaw,
 Athena
 Media,
 both
 members
 of
 the
 DRACE,
 Digital
 Radio
 Cultures
 in
Europe,
research
group.
The
aim
of
the
research
is
to
contribute
to
the
debate
on
digital
radio
by
reporting
on
the
sector’s
preparedness
for
digital
radio.
The
study
examines
some
of
the
competing
options
for
digital
radio
against
a
background
of
growing
convergence
and
the
shifting
consumption
patterns
of
Ireland’s
‘iPod
generation’
or
‘digital
natives’.
We
report
the
opinions
and
responses
of
senior
executives
and
strategists
in
the
radio
broadcasting
industry
on
existing
provision
for
digital
audio
services,
including
live
streaming,
listen
again
facilities,
podcasts,
as
well
as
their
strategies
for
further
digital
radio
deployments
including
terrestrial
digital
broadcasting
and
internet
radio.
Survey
Findings
• Among
digital
broadcasting
technologies,
the
DAB
family
of
technologies
is
recognized
by
the
sector
 as
 important
 to
 the
 future
 of
 digital
 radio
 in
 Ireland
 and
 DAB+
 is
 seen
 as
 more
important
 than
 DAB.
 
 Digital
 Multimedia
 Broadcasting
 (DMB)
 is
 also
 viewed
 as
 quite
important.
• There
 is
 overwhelming
 acknowledgement
 of
 the
 significance
 of
 the
 internet
 and
 online
delivery
as
an
essential
component
of
digital
radio
and
the
future
of
radio.
• Perfect
 Reception
 and
 Lower
 Transmission
 Costs
 for
 Broadcasters
 are
 viewed
 as
 the
 most
important
 features
 of
 DAB
 technology,
 with
 Excellent
 Audio
 Quality
 and
 Easy
 Programme
Selection
as
the
next
most
important.
• 77%
of
respondents
agreed
that
multimedia
was
an
important
element
of
radio’s
future
• Over
65%
of
respondents
said
that
DAB+
would
be
a
better
choice
for
digital
radio
in
Ireland.
Among
commercial
radio
operators,
the
figure
was
70%.
• In
the
community
and
special
interest
radio
sector,
70%
said
they
did
not
know
if
DAB
was
the
right
choice.
• Over
70%
agreed
that
FM
will
still
be
popular
in
2020
though
there
will
be
some
form
of
digital
audio
broadcasting
in
Ireland
as
well.
• Over
 70%
 agreed
 that
 Users
 will
 become
 accustomed
 to
 digital
 diversity,
 multi‐standard
devices,
and
hybrid
functionality.
68%
agreed
that
Analogue
audiences
will
continue
to
decline
especially
among
younger
listeners.
• Only
36%
agreed
that
that
DAB
will
be
the
dominant
platform
in
2020.
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