7129_66-73_160608.qxd 06/06/2008 15:27 Page 34
>
MEDIAWATCH
RTÉ Radio 1’s Drivetime, with Mary Wilson, regained early-evening leadership from Matt Cooper’s The Last Word on Today FM
Table 3: Daily listening by radio station: Dublin adults
means of distribution alongside analogue transmission.
However, the UK experience shows it takes huge investment
merely to broadcast on DAB, leaving little for premium-content
pc
2007 2006
change
creation. And with mass audiences nowhere to be seen, the
digital-only stations have started to close down one by one. In
000s pc 000s pc
contrast, the BBC, which is less constrained by audience tar-
RTÉ Radio 1 283 29 269 28 +5pc
gets, now offers 11 UK-wide digital radio stations, including five
RTÉ 2FM 134 14 124 13 +8pc
digital-only offerings as well as the World Service.
Lyric FM 53 5 54 6 -2pc
Meanwhile, the UK commercial broadcasters are in a state of
Today FM 95 10 94 10 +1pc
limbo. Unlike the TV industry, they have no clear agreed date for
Newstalk 105 11 N/A N/A N/A
analogue switch-off and therefore no real sense of the returns
FM104 187 19 219 23 -15pc
that their digital investment may bring.
98FM 152 15 174 18 -13pc
Q102 93 9 98 10 -5pc
The industry view here on DAB has been mixed to say the
Spin 1038 128 13 116 12 +10pc
least, with RTÉ naturally being upbeat about it and the commer-
Country Mix 30 3 31 3 -3pc
cial operators being distinctly less so. “The market needs a
Phantom 23 2 - - N/A
free-to-air offering that has plenty of room for digital innovation,”
says Whittall. “But investment in innovative content and services
Source: JNLR/TNS mrbi – Carat Ireland – April 07-Mar 08 v April 06-Mar 07
is imperative.” In contrast, Healy of Wilton Radio says DAB has
virtually ‘tanked’ commercial radio in the UK. “After 10 years of
DAB there are 120 million analogue receivers and by the end of
Table 4: Sources of new music 2009 there are expected to be nine million digital receivers,” he
says. “Distributing content on digital has cost the industry in the
FM/AM radio 55pc
region of £900m sterling. What we know from the RAJAR
On music TV 37pc
research is that 96pc of those listening to radio on DAB [4pc of
From friends 24pc
population] are choosing stations that also broadcast on FM.”
In a music store
8pc
DAB radio
7pc
New media, new opportunity
Social networking websites 7pc
For radio companies, the new media offer potential opportunities
Terrestrial TV channel 6pc
to exploit their brands on the digital platforms and generate new
Specialist music press 6pc
revenue streams. These include the creation of visual content on
Artist fan website 5pc
Note: Chart omits 13 other sources from
study, all below 5pc
digital television (DTV) and mobile, as well as generating cash
Internet radio 5pc Source: EMR/OLSWANG, 2007 from music download on the internet.
Recent research from the JNIR suggests that the amount of
time people spend using the internet has grown to an average of
77 minutes per day among Irish internet users. To put this in per-
spective, over the 10-year period corresponding with the rise of
70 Marketing Age May/June ‘08
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92