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DAB DIGITAL RADIO SWITCHOVER
IN THE UK: Q&A
GRANT GODDARD
April 2014
1: What are your views on the digital radio switchover?
There is a difference of definition between 'digital radio' – which includes all
platforms delivered by digital technology – and 'DAB radio' which is only one
digital platform.
Will there be a switchover to DAB as the dominant radio broadcast
platform?
No.
Will there be a switchover to DAB as the dominant radio distribution
platform?
No. DAB digital radio switchover will never happen in the UK. The
government's statement on DAB in December 2013 is admittance that the
entire issue has been kicked into the long grass. The issue is off the agenda
now for politicians. The government will not publish any future statement on
DAB radio.
2: Do you believe the radio switchover is focused around consumer
needs?
The notion of a switchover to DAB radio was never consumer-led. It was a
policy created by civil servants, regulatory bureaucrats, technology companies
and politicians. The British public were not consulted, surveyed or researched
at any point in DAB's development. All of these parties believed in a 'build it
and they will come' strategy to consumer marketing, as if the mere existence
of DAB radio would somehow attract usage.
They believed that consumers would be attracted to a 'platform' automatically
rather than be attracted to 'content'. The fact that DAB radio existed from 1999
alone should have, in their minds, convinced consumers to buy DAB radios
and listen to stations broadcasting on DAB. This assumption was a fatal error
of judgement based upon ignorance of consumer behaviours.
3: What are your personal thoughts on DAB radio?
I believe that the investment over more than two decades of massive sums of
money into a new radio platform that consumers never said they wanted has
resulted in an unprecedented diversion of money away from radio production.
The outcome is that thousands of people working in radio have lost their jobs,
hundreds of genuinely local radio stations no longer exist and the audience
under the age of 30 are increasingly deserting the radio medium. The UK
commercial radio industry has been decimated by its decision to back DAB
radio, with more than half the stations running at a loss.
In the long term, the industry's decision to back the DAB 'horse' alone in the
1990s has set back the UK radio sector by decades. None of the large UK
commercial radio groups own standalone internet radio stations in their
portfolio, so they miss the opportunities offered by the diversity of online radio
content. UK radio (with the expectation of the BBC) is well behind the rest of
Europe is tapping into online audiences for radio. By focusing solely on DAB,
it missed a trick during the years that internet and broadband take-up grew
exponentially. It is unlikely that the UK will ever be competitive internationally
in radio, and most of commercial radio will be owned overseas (Global Radio
is a Jersey company with Irish backers, Bauer is German).
4: The estimated date for a switchover is 2020 do you feel this is the
right time for the digital radio switchover to take place?
DAB radio switchover will never happen, whether in 2020 or any other year.
What will happen is that consumers will increasingly access radio via IP,
creating a migration from over-the-air broadcast reception to wired/wireless
reception. This is a consumer-led migration (as opposed to the government-
mandated failed DAB switchover) as a result of the increasingly diverse range
of devices that are 'connected' – from games consoles to picture frames, from
fridges to phones, from e-readers to in-car entertainment.
If you do a Google News search for 'DAB radio switchover', the most recent
article was written in December 2013 in reaction to the government
announcement. The phrase 'DAB switchover' will never be used again in radio
industry, regulatory or government announcements. It is a completely dead
issue. What fascinates me is that the highly paid team of people who were
meant to have planned and successfully executed 'DAB radio switchover' are
still in their jobs, many of which are paid from public funds. Having failed so
dismally, what exactly are these people doing to while away their time now? I
think the public deserves to know how much of their taxes/Licence Fees were
wasted on the whole DAB radio debacle, and I think the culprits should be
named and shamed.
5: Do you believe the digital radio switchover to be politically motivated?
Yes, 'politically' with a small 'p'. The bureaucrats who created the UK's radio
policies seemed to believe that:
 DAB would make the UK a leader in radio technologies
 UK technology companies would export DAB radio receivers to the rest of
the world (whereas most AM/FM radios were made in Asia)
 DAB permitted greater control over what radio consumers could access
(no land-based pirate stations, no overseas stations, no offshore pirate
stations available on DAB)
 DAB radio switchover would lock UK consumers into DAB radio reception
of UK-licensed stations and away from internet radio stations (that are
unlicensed in the UK).
Radio has always been more heavily controlled by government in the UK than
television. Commercial TV preceded commercial radio by two decades.
Community radio was scrapped in 1986 even before it started. Offshore pirate
radio was jammed by the UK in the run-up to general elections. Specialist
commercial radio stations were not permitted until 1989. Because of the radio
medium's ability to persuade and motivate listeners (i.e. Nazi Germany,
Rwanda), it is seen as a potentially dangerous medium by politicians who are
keen to maintain strict controls.
6: Do you think the digital radio switchover is economically viable to the
UK radio industry?
The UK commercial radio industry has been almost destroyed by its
investment in DAB, which has earned it near zero incremental returns. No
additional revenues, no additional listeners as a result of huge additional
costs. The present cost/benefit balance of the DAB platform is wholly
untenable.
Evidently, the damage to the UK radio industry has already been done and
the clock cannot be turned back. The most likely scenario is that, in the long
term, the local commercial radio system that was launched in the 1970s will
disappear, replaced by national or quasi-national brands. Community radio
will mostly disappear as a result of public funding cuts. That would leave the
BBC as the only player in local radio content.
7: Do you feel the radio switchover will have a negative or positive
impact on listening trends or station loyalty?
DAB radio switchover will never happen, so the impact remains hypothetical.
8: How do you feel the Digital Audio Broadcasting technology (DAB) has
currently been accepted?
Consumer interest in DAB radio is in decline because:
 The platform offers few additional radio station choices
 The platform is 15 years' old
 DAB radios are mostly horribly designed
 DAB radios are still relatively expensive
 Static reception is poor or unusable in many parts of the UK
 Mobile reception is poor or non-existent in many parts of the UK
 No mobile phones or smartphones include DAB radio
 Other new technologies offering audio content are more exciting to
consumers
 Content of DAB-only radio stations is mostly uninspiring.
9: Are you aware of the marketing campaigns currently in use for the
digital radio switchover?
There is no current campaign because the policy of DAB radio switchover has
been abandoned by the government. All of the past marketing campaigns for
DAB radio have proven to be expensive disasters.
10: The reported cost to regionally market the digital radio switchover is
£30m, what are your thoughts and do you believe the benefits outweigh
the cost?
There is no regional marketing campaign for DAB radio switchover. All
campaigns not already commissioned have been abandoned.
© 2014 Grant Goddard
Published by Radio Books
http://www.radiobooks.org
http://www.grantgoddard.co.uk

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'DAB Digital Radio Switchover In The UK: Q&A' by Grant Goddard

  • 1. DAB DIGITAL RADIO SWITCHOVER IN THE UK: Q&A GRANT GODDARD April 2014
  • 2. 1: What are your views on the digital radio switchover? There is a difference of definition between 'digital radio' – which includes all platforms delivered by digital technology – and 'DAB radio' which is only one digital platform. Will there be a switchover to DAB as the dominant radio broadcast platform? No. Will there be a switchover to DAB as the dominant radio distribution platform? No. DAB digital radio switchover will never happen in the UK. The government's statement on DAB in December 2013 is admittance that the entire issue has been kicked into the long grass. The issue is off the agenda now for politicians. The government will not publish any future statement on DAB radio. 2: Do you believe the radio switchover is focused around consumer needs? The notion of a switchover to DAB radio was never consumer-led. It was a policy created by civil servants, regulatory bureaucrats, technology companies and politicians. The British public were not consulted, surveyed or researched at any point in DAB's development. All of these parties believed in a 'build it and they will come' strategy to consumer marketing, as if the mere existence of DAB radio would somehow attract usage. They believed that consumers would be attracted to a 'platform' automatically rather than be attracted to 'content'. The fact that DAB radio existed from 1999 alone should have, in their minds, convinced consumers to buy DAB radios and listen to stations broadcasting on DAB. This assumption was a fatal error of judgement based upon ignorance of consumer behaviours. 3: What are your personal thoughts on DAB radio? I believe that the investment over more than two decades of massive sums of money into a new radio platform that consumers never said they wanted has resulted in an unprecedented diversion of money away from radio production. The outcome is that thousands of people working in radio have lost their jobs, hundreds of genuinely local radio stations no longer exist and the audience under the age of 30 are increasingly deserting the radio medium. The UK commercial radio industry has been decimated by its decision to back DAB radio, with more than half the stations running at a loss.
  • 3. In the long term, the industry's decision to back the DAB 'horse' alone in the 1990s has set back the UK radio sector by decades. None of the large UK commercial radio groups own standalone internet radio stations in their portfolio, so they miss the opportunities offered by the diversity of online radio content. UK radio (with the expectation of the BBC) is well behind the rest of Europe is tapping into online audiences for radio. By focusing solely on DAB, it missed a trick during the years that internet and broadband take-up grew exponentially. It is unlikely that the UK will ever be competitive internationally in radio, and most of commercial radio will be owned overseas (Global Radio is a Jersey company with Irish backers, Bauer is German). 4: The estimated date for a switchover is 2020 do you feel this is the right time for the digital radio switchover to take place? DAB radio switchover will never happen, whether in 2020 or any other year. What will happen is that consumers will increasingly access radio via IP, creating a migration from over-the-air broadcast reception to wired/wireless reception. This is a consumer-led migration (as opposed to the government- mandated failed DAB switchover) as a result of the increasingly diverse range of devices that are 'connected' – from games consoles to picture frames, from fridges to phones, from e-readers to in-car entertainment. If you do a Google News search for 'DAB radio switchover', the most recent article was written in December 2013 in reaction to the government announcement. The phrase 'DAB switchover' will never be used again in radio industry, regulatory or government announcements. It is a completely dead issue. What fascinates me is that the highly paid team of people who were meant to have planned and successfully executed 'DAB radio switchover' are still in their jobs, many of which are paid from public funds. Having failed so dismally, what exactly are these people doing to while away their time now? I think the public deserves to know how much of their taxes/Licence Fees were wasted on the whole DAB radio debacle, and I think the culprits should be named and shamed. 5: Do you believe the digital radio switchover to be politically motivated? Yes, 'politically' with a small 'p'. The bureaucrats who created the UK's radio policies seemed to believe that:  DAB would make the UK a leader in radio technologies  UK technology companies would export DAB radio receivers to the rest of the world (whereas most AM/FM radios were made in Asia)  DAB permitted greater control over what radio consumers could access (no land-based pirate stations, no overseas stations, no offshore pirate stations available on DAB)  DAB radio switchover would lock UK consumers into DAB radio reception of UK-licensed stations and away from internet radio stations (that are unlicensed in the UK).
  • 4. Radio has always been more heavily controlled by government in the UK than television. Commercial TV preceded commercial radio by two decades. Community radio was scrapped in 1986 even before it started. Offshore pirate radio was jammed by the UK in the run-up to general elections. Specialist commercial radio stations were not permitted until 1989. Because of the radio medium's ability to persuade and motivate listeners (i.e. Nazi Germany, Rwanda), it is seen as a potentially dangerous medium by politicians who are keen to maintain strict controls. 6: Do you think the digital radio switchover is economically viable to the UK radio industry? The UK commercial radio industry has been almost destroyed by its investment in DAB, which has earned it near zero incremental returns. No additional revenues, no additional listeners as a result of huge additional costs. The present cost/benefit balance of the DAB platform is wholly untenable. Evidently, the damage to the UK radio industry has already been done and the clock cannot be turned back. The most likely scenario is that, in the long term, the local commercial radio system that was launched in the 1970s will disappear, replaced by national or quasi-national brands. Community radio will mostly disappear as a result of public funding cuts. That would leave the BBC as the only player in local radio content. 7: Do you feel the radio switchover will have a negative or positive impact on listening trends or station loyalty? DAB radio switchover will never happen, so the impact remains hypothetical. 8: How do you feel the Digital Audio Broadcasting technology (DAB) has currently been accepted? Consumer interest in DAB radio is in decline because:  The platform offers few additional radio station choices  The platform is 15 years' old  DAB radios are mostly horribly designed  DAB radios are still relatively expensive  Static reception is poor or unusable in many parts of the UK  Mobile reception is poor or non-existent in many parts of the UK  No mobile phones or smartphones include DAB radio  Other new technologies offering audio content are more exciting to consumers  Content of DAB-only radio stations is mostly uninspiring.
  • 5. 9: Are you aware of the marketing campaigns currently in use for the digital radio switchover? There is no current campaign because the policy of DAB radio switchover has been abandoned by the government. All of the past marketing campaigns for DAB radio have proven to be expensive disasters. 10: The reported cost to regionally market the digital radio switchover is £30m, what are your thoughts and do you believe the benefits outweigh the cost? There is no regional marketing campaign for DAB radio switchover. All campaigns not already commissioned have been abandoned. © 2014 Grant Goddard Published by Radio Books http://www.radiobooks.org http://www.grantgoddard.co.uk