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

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  Figure 4.3: Weekly National Reach in Ireland  While  independent  audience  research  for  digital  radio,  and  listening  via  the  internet,  is  not  yet  available in small radio markets like Ireland, in the United Kingdom RAJAR (Radio Joint Audience  Research) has been tracking audio listening via the internet since the final quarter of 2007. These  regular  MIDAS  (Measuring  internet  Delivered  Audio  Services)  reports,  along  with  research  commissioned by the BBC and separately by the communications regulator, Ofcom, give a good  comparative view on how radio is being changed by podcasting, just who is listening and why.  By December 2008, the third RAJAR/MIDAS survey allowed us to see a one year trend in podcast  usage in the United Kingdom. Across a full year, listening to radio via the internet had grown to a  third of the UK population (16.1 million compared to 12 million). But the more dramatic increase  had been in podcasting with 7.2 million (14% of the population) saying they had downloaded a  podcast  and  4.4  million  downloading  podcasts  every  week  –  up  from  1.8  million  in  the  first  survey.  This  compares  with  Arbitron/Edison’s  April  2008  figure  of  18%  of  the  US  population  using  podcasts  and  Pew/Internet  research  showing  19%  of  all  internet  users  in  the  US  having  downloaded a podcast, up from 12% in the 2006 Pew study (Madden 2008).   RAJAR/MIDAS is also tracking how internet listening and podcasting is affecting linear ‘live’ radio.  Despite  the  fears  in  2004‐05  that  podcasting,  or  internet  based  radio  on  demand,  would  stop  people  listening  to  linear  radio,  the  MIDAS  survey  shows  that  while  some  podcast  users  are  listening to less linear radio, far more are being encouraged, by podcasts, to experiment and try  out  new  programmes.  In  MIDAS  2,  released  in  July  2008,  15%  of  podcast  users  said  they  were  listening to more radio compared to 10% who said they were listening less. By MIDAS 3, released  in December 2008, 35% said they were listening to live radio programmes they had not listened  to before, (slightly down on the previous survey), two thirds of people were listening to much the  same live radio while up to 14% were listening less and just 9% say they were listening to more  live radio.          72   
  Figure 4.4:  RAJAR/MIDAS 13.  Podcast Trends: RAJAR/MIDAS 20082009    Source: RAJAR/MIDAS 2008  What the research shows is that internet radio and podcasting is helping radio develop a life with  younger  audiences,  under  30  years  and  it  is,  according  to  both  RAJAR/MIDAS  and  the  BBC’s  research, encouraging people to experiment and try new radio shows. The profile of online and  podcast users, across research in the UK and US 2006‐09, shows a clear bias towards young males  15‐34 from higher socio‐economic classes. While radio broadcasters like NPR and the BBC record  high  audiences  for  programmes  with  a  predominately  middle‐aged  audience,  the  majority  of  online content and podcast users are under 34 and likely to be well‐educated and digital media  literate.  While  this  remains  the  case  the  emerging  trend  is  showing  increased  older  audiences  who  have  more  leisure  time  to  enjoy  and  use  online  content,  social  networking  and  podcasts  (Nielsen 2009).                  73    
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      Digital Radio for
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3.5  A comparative online a
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  EXECUTIVE SUMMARY  This 
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  Online Digital Radio   
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  Overview of the project
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New  technology  options,  in
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standard digital radio system
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  Figure I: DRACE Future 
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   Answer Options  Essentia
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A  number  of  responses, 
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Page 27 and 28:   There is much less cert
Page 29 and 30:     Fig 1.8: New Radio 
Page 31 and 32: Illustrative responses indicate
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Page 35 and 36:   The trial was too limit
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Page 39 and 40:       Table 1.5: Internet
Page 41 and 42: marketing and marketing spend
Page 43 and 44: A number of key themes em
Page 45 and 46: capabilities that were allowe
Page 47 and 48: Not all respondents agreed 
Page 49 and 50: Others like Willie O’Reilly
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Page 107 and 108:   APPENDIX IV   INTERVIEW
Page 109 and 110:   List of audited Irish s
Page 111 and 112: • West Limerick 102   •
Page 113 and 114: •  NRK Folkkemusik  • 
Page 115 and 116:   REFERENCES  Abbink Spaink,
Page 117 and 118: JNLR. JNLR Figures For Janu
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Digital Radio for Ireland: Competing Options, Public Expectations - BCI

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