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Internet vs Broadcast

Internet vs Broadcast


hello there and thank you for watching
this recording this is recording of a presentation I gave at a IBC in Amsterdam in September 2013 and
obviously I’ve had to edit all of the jokes out because nobody is going to laugh at them
but as you can see my title is “internet verses broadcast” and a lot of
the debate around radio platforms particularly in the US concentrates on the fight between competing
ways have getting our content to the audience. Which will win and which will lose? Three years ago
I went to my first NAB conference in Las Vegas now I was completely taken back by the
debate because it’s not really one we’ve had in the UK but this internet versus broadcast
debate in the US continues on blogs and in industry magazines as well and
never mind that the US media marketplace is completely different to europe it’s a debate that I here copied in some
parts of Europe as well “internet verses broadcast” I think it’s a
binary argument I don’t believe it’s the right
argument to have because a binary argument like this
really only works if the correct answer is one or the other. Let me give you a few
examples from the point of view of consumers Betamax verses VHS we know the answer
here this was a typical binary conversation VHS won even though VHS was technically inferior it put Beatmax out of business in
terms of consumers. Now, how about HD DVD versus BluRay. we know the answer here too: HD DVD is no
more and Blu ray is the high-definition pre-recorded thing of choice and here a
couple more though DAT vs mini-disc – not really a
binary conversation because both of them disappeared new technology made both of these
redundant and because the industry was too busy inventing a new format but ignoring what
consumers were telling them that really isn’t a future that we want
for radio is it and here’s another one. AM vs FM.
Well, what do you know for the last thirty years both of these
transmission technologies have happily left side by side in most countries in Australia the US or Canada many of
the market leaders are AM radio stations and a half the top 10 billing radio stations in the
US broke ass primarily on a.m. so FM in AM actually both have their merits
I am travels further it’s more robust FM sounds better it’s easier to put into
more devices both are great at reaching audiences
that’s important thing so far from being a binary argument the
radio industries had multi-platform radio for many years multi-platform radio his where
broadcasters are on more than one platform in cherry-pick a
choice of the right platform for the right audiences I’ll give you
one example from the UK this is a dance radio station called case when it launched two new radio
stations recently kiss Tariq and kiss fresh now they launch these
radio stations primarily onto DTT onto the television platform
and you can tune into these radio stations are on at TV sets across the UK I wonder they do this well their
audiences young they don’t drive and the probably live with their parents
but they do have a television in their room but that probably don’t have a radio and
now yes they also stream online as well stations aimed at this audience do
significantly better on TV broadcast platforms van Ommen prevent online I’m let me give
you another example this is Sam still from the UK am afraid this is an AM
radio station other matters much BBC Radio 5 Live and here’s a chart showing total time:
spent with each different platform so you can
see I am broadcaster the top ND AP underneath growing not quite as fast as anybody really
wants am then radio through the TV and the orange color and then internet
the gray rights at the bottom internet here is it
about 5 percent also have total time spent listening and look where broadcasters so for going
to have an argument about internet verses broadcast one is very
clear who the winner already years from grass like this where over ninety
percent of time spent listening is to broadcast on whatever platform the
evidence is that audiences continue listening to broadcast get the internet still brings in an
important audience and it would be a brave broadcaster indeed who turn the internet
stream of in spite of it clearly being so unpopular for all audiences broadcast is still an attractive option
even when you have internet on the same device and this is
a test that a Norwegian gonna go force dates a fairly recently changed into
internet radio on this sermon Android phone and he streamed six hours
53 minutes after the battery over 3G before it
turned itself off actually into FM radio on the same phone
gave in 48 hours on the same battery charge so in
terms of battery life broadcast is clearly better seven times better and
streaming but again nobody’s advocating switching
off internet streaming subsidy and the research that i’ve done seems to show that some of the
best-performing internet radio aP’s on mobile phones have two
characteristics we don’t use these internet radio haps
when mobile actually and mostly we use them on wifi secondly we can actually use them very
much the average session duration for internet radio app according to three
separate app developers I’ve spoken to is 12 minutes the average time they get
used according to a number broadcasters I
chatted to is about twice a week so in the European market place at least
internet radio aP’s and not delivering audiences in any
substantial way but again I’m not telling you to stop
wasting your time with internet radio aP’s a who am I to talk after all I launched
the world’s first back in March 2005 you should and you
must be on the mobile platform but for
broadcasters economically there’s no question that
broadcast is better than internet for mass-market audiences
it’s a real bargain to broadcast to hundreds of thousands of
people in comparison to using the internet to do so there’s a
clear tipping point and it’s not very highway Internet becomes more expensive than
FMOD a B-plus broadcasting to put simply if you want to reach
enough people for advertisers to take a serious interest in you really hard to reach to achieve that
reach online without incurring serious costs but but never tell you to never use the
internet to broadcast online because just as I am
an FM work together so does broadcast an
Internet and let me give you a few examples says
first to go to Austria at this is krona hit the largest
commercial radio station 8 operates a great FM radio station it also streams
online of course but online it also offers a variety of
different additional radio stations that you can see on the left hip aimed at particular demographics as well
as chronic it selects on the right and this is a service that offers
personalized radio streams and indeed and you can tune into any old
song and that you really want to AFA krona head to offer additional radio
stations in Austria will be impossible without the internet
all without TV plus personalized radio streams are
impossible on any broadcast platform so krona is using new platforms here to
grow its business it’s not internet versus broadcast its
internet and broadcast as go to Australia Austrian Australia of course for ECT
easy to mix up am here in Australia Southern Cross
Austereo am dead a big radio company operates
leading FM stations in many markets in the capital city is also broadcasting addition radio stations on TV plus but
it also broadcasts am it also operates the service called
sunal somewhere you can see on the I found
underneath here and this is a service that offers
personalized radio and for music service as well as radio stations and again this
kind of thing is only possible on the internet really so Austereo using new platforms to grow
its business and to protect itself against new
entrants it’s no internet versus broadcast its Internet and broadcast here’s another example in
Turkey spectrum media and they’re on a bunch of FM radio
stations now online they have even more stations is what’s a cloud-based TV
network music services worth ticket sales in a
bunch of other things all a great service call carnival but
when you tune into their radio stations online you’ll hear something quite
interesting because the advertising is targeted to
you it stands to reason if you’re an
18-year-old boy you want different advertising to a 50-year-old woman and it’s also
obvious that if you’re tuned in online you can ask audiences to pick up Anna
rather than phone if a telephone number personalized radio
advertising clearly only works when you have an
online connection when the broadcaster NOS who you are and doesn’t just base
audiences on a average 80 demographic spectrum a using the internet here to
grow existing businesses and start new ones once more it’s not
internet versus broadcast internet and broadcast finally as have a look at Entercom this nice looking chap I he’s working for and very large radio group and calm user
Triton digital to monetize radio online using quite a clever plan they use behavioral
targeting so if I know that somebody is just
booked a flight to New York now would be a good time to talk to them
about hotels in New York as well a behavioral targeting means no
registration just automatically targeted ads for anybody
who choose in base on what web sites they visit where they are in the country I want to
Vice their tuning in on and all that kind of thing at this kind
of thing is impossible on broadcast but what’s really well online yet Entercom continues broadcasting the
same radio stations on FM in AM of course as well because it’s no
internet versus broadcast it internet and broadcast but so far
these are examples that use the internet separately from broadcast and work wind of quite
used to internet being separate from broadcast on a typical radio as well and this is one where you need to select
whether you want to tune in to the internet or FMOD AP at the presets a different each the user
experience is different on each as well it’s almost as if you had three different radios
sharing the same loudspeaker I think we need to get a little bit
better and I user experience in terms frady a the TV companies already have and this is a tactical
satellite receiver am I it’s this is sky in the UK might
also recognize it from folks tell I in
Australia DirecTV in the US and this is give me a simple
straightforward channel best the screen shows channels that a free
the screen is also showing channels that are paid for channels using two different encoding
algorithms chance to come from three different satellites in two different
places in the sky all that complexity nicely hidden from
the user axe we don’t care as his different
broadcasting technologies working together to achieve a great user experience and
this is a number another television platform you view and again I have a simple
straightforward channel list here am but the screen is showing channels
from my TV antenna as well as channels delivered over the
Internet and the a peachy shows programs that are on now which I can tune into on broadcast and programs that I’ve
missed which I can watch on-demand online or of the inbuilt hard drive began or fact complexity
hidden from the user and this is different broadcast
technologies working together to achieve a great user experience so
this is an internet versus broadcast this is a hybrid experiences internet and
broadcast and we’re beginning slowly to move into
this world in radio as well at to the US this is an app
called next radio it’s an app for selected
Android phones and it looks like internet radio with Buy Now buttons and
now playing information and full-color our work but it’s using
the FM radio inside the phone for the Audia so the audio comes from FM and good for
battery good for I band width and all that kind
of stuff the additional information is the only
things coming over the internet broadcast radio being used for its best
app the internet being used to make that experience better so this isn’t internet versus broke
asses internet and broadcast now this app is Sam a
proprietary one that fits actually quite well with the
US broadcast marketplace maybe not so much in Europe and it’s owned by one
company it’s on one app on two phones on one network
it’s not yet in any radio receiver but it’s a great glimpse I think into the future it does use some
of the open technology from radio DNS and it’s the radio DNS project
we should be our next stop as you look at how broadcast on radio
work together truly this is internet and broadcast how
well worth having a peak at their website which is ready a DNS to
all am let me give you one example of how
that might work with hybrid radio come many factories can build radio sets
that are well a little bit more exciting than this this is a typical them radio and smart
me radio in the UK and you can sit student tonight 5.8 an amazingly we have station name
capital Wow has a thrill I’m if I connects this
radio to the Internet the radio can look something like this:
so-called logos I’ve got images of who’s currently
playing got more information about what the
program is and so on another thing that I can do with this
because this is talking to the internet and can find out more
information about the radio station an this ready a sec conflict between FM
dabe and internet radio as you drive so it
keeps you tuned in to your favorite radio station and keep your hands on the wheel it’s
better for the audience better for the radio industry very neat
soap is it a story if internet versus
broadcast I hope I’ve shown you that isn’t radio
has a multi-platform future but I hope radio has a future which also
includes a better user experience for audiences
and that increasingly can be delivered by Internet and
broadcast working together thanks for watching chairs

Author Since: Mar 11, 2019

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