Ford Ennals (CEO, Digital Radio UK, London, UK) Marius Lillelien (Head of Radio, NRK, Oslo, Norway) Michael Reichert (SWR, Baden-Baden, Germany) Per Borga (Teracom, Stockholm, Sweden) As the DAB+ standard for digital terrestrial broadcasting continues to roll out across Europe, what is the state of digital radio across the world today? How is it being adopted in individual countries? How is FM switch-off going? Is it realistic - and what is the general public thinking about it? We’ll hear from countries who are taking digital radio forward, and debunk a few myths along the way.

1. #RDE13 #RDE13
Digital Future
Where does digital radio stand today?
MEASURE TARGET MONETIZE
James Cridland
Moderator
Digital radio – future radio is real – not only a vision
+ Just digital radio is attractive state-of-the-art radio!
+ Digital Radio is a new product with new content
+ Digital radio is easy to use on a great number of attractive
Digital Radio in Germany (and reasonable priced) devices
ARD Project Office Digital Radio
+ Internet and broadcast technologies go hand in hand
Michael Reichert
Radiodays Europe
+ Goal: Hybrid strategy (i.e. seamless media experience)
Berlin, Mar 18th 2013

2. Digital radio in Germany – status quo Digital radio in Germany – status quo
+ Great variety (football radio, culture, religion) + Great variety (football radio, culture, religion)
+ 13 national programmes + 13 national programmes
Digital radio in Germany in brief:
+ More than 60 ARD-programmes + More than 60 ARD-programmes
+ More stations, more content, more variety
+ 27 regional commercial programmes + 27 regional commercial programmes
+ Simple (terrestrial) reception via aerial
+ 23 local commercial programmes + 23 local commercial programmes digital radio receivers available
+ More than 240 different
(in Bavaria) (in Bavaria) Coverage: ARD-network (72.4% area / 83.7% population)
+
+ Coverage: national programmes (63.4% area / 77.7% population)
+ Total coverage: (81.9% area / 90.1% population)
Total coverage Total coverage
Rev: Apr/2013 State borders © Federal Agency for cartography and geodetics, Frankfurt on the Main Rev: Apr/2013 State borders © Federal Agency for cartography and geodetics, Frankfurt on the Main
National programmes ARD-programmes

3. Interactive Slideshow - use cases ++++ latest news +++++
+ More than 500,000 digital radio devices sold in 2011/2012
+ Sales expected in 2013 around 650,000 devices (GFK panel research)
+ In Dec 2012 five percent of all radios sold were DAB+ radios
(Compared to 0.5% in Jan 2011)
+ gfu: “Portable digital radios are a sales hit – bucking the trend!”
++++ latest news +++++ Now it‘s all about marketing!
+ Chip Industry: by 2014 multi-standard chipsets in devices
+ Marketing body: Initiative “Digitalradio Deutschland”:
+ VW and Honda to offer first line-fit digital radio (Skoda/Civic) + Cooperation between ARD, Dradio, Media Broadcast & commercial broadcasters
+ BMW to equip UK Mini with digital radio + Funded by all partners
+ Goal: Nationwide impact of all marketing activities
+ ARD network to provide categorised slideshow by mid 2013
+ ARD network and Media Broadcast to extend transmitter network

4. Now it’s all about marketing! Now it‘s all about marketing!
+ ARD project office digital radio + Retailer liaison office
+ Planning and accomplishment of events (e.g. expert forums) + Planning and accomplishment of B2B events
+ Handling, coordination and realisation of B2C campaigns + Maintaining contacts at point-of-sale
+ Maintenance of mutual website (www.digitalradio.de) + Presentation on b2b-tradeshows (e.g. Expert, Conrad, EP, Opico)
+ Coordination, development and support for ARD-campaigns
+ Presentation on B2C tradeshows (e.g. IFA, IAA)
+ Being involved (e.g. EBU, EU, WorldDMB, RadioDNS)
Marketing strategy – KISS Central platform - www.digitalradio.de
+ Different broadcasters, but consistent outbound appearance
+ Coverage tool with postcode checker
+ Easy to use marketing tools (www.digitalradio.de/empfang)
+ Mandatory use of basic elements + Online device configurator
(More than 240 devices available)
+ Free use of additional elements + News, Events, Newsletter
+ Free to use – no costs for all + Promotional leaflets etc. for download
+ Trading and Repeater area
+ Reference for all: Website with all essential details
(Marketing materials and repeater order for use at POS)

5. EXAMPLE Genre Marketing – basic elements EXAMPLE Genre Marketing – basic elements + claim
+ Logo “Digitalradio – Radio der Zukunft” + Campaigns
+ URL www.digitalradio.de + Tradeshows
+ Blue background and checkered grid + Point-of-sale
+ Special events
EXAMPLE Genre Marketing – basic elements + claim + motif EXAMPLE Genre Marketing
+ Motifs from tool-box
+ Motifs shapeable

6. EXAMPLE Genre Marketing – online teaser (static/animated) EXAMPLE Genre Marketing – online teaser (clips)
EXAMPLE Programme Marketing – online teaser Mobile booth equipment (e.g. for tradeshows)

7. Digital Radio in Germany – indicators and core messages
+ More and more devices – 240 different models
+ 1,000,000 devices sold in 2013
+ Digital radio in cars – standard and optional equipment
+ Support from government – working groups
+ European overall support – initiatives ongoing
Digital Radio in Germany
+ More countries to launch digital radio in Europe ARD Project Office Digital Radio
Radiodays Europe
Berlin, Mar 18th 2013
DIGITAL FUTURE
Where does digital radio stand in Norway?

8. This is Norway
Population : 5 million
Language: Norwegian, Sami
Population, area and DAB transmitters Timeline
Population density/km²
Area in 1000 km² 765
DAB transmitters
Measurement:
Launch new DAB distribution Delayed
FM switch off
content Car solutions FM switch off
50% reach
385
357
230
2013
2014
2015
2016
2017
2012
2019
2018
128 130
92
43
13
We are here:
Germany Denmark Norway

9. Digital reach 2012 Digital vs FM
Digital FM
Listeners via digital radio
50%
30.9%
75% 69%
100% 100%
LAUNCH NEW CONTENT
50%
50%
25%
25% 31%
31%
Listeners ONLY via FM receivers
69% 0% 0%
2011 2012 2013 2014 2015
We need to move faster
National radio stations in Norway National radio stations in Norway
NRK NRK
NRK NRK
NRK
Other NRK NRK NRK
Other
NRK NRK NRK NRK
Local
Local
MTG Local
SBS
Other Local
MTG SBS
MTG MTG SBS
SBS Local
MTG
Local

10. Do you have access to a DAB Digital Radio?
57%
Is FM switch off in 2017 realistic? 26%
6%
2%
No Yes, one Yes, more than one Don't know

11. If FM broadcasts are switched off, how
likely is it that you would replace the FM
radio with a digital radio?
47%
13%
9%
5% 5%
9%
7% DIGITAL FUTURE
Very unlikely 2 3 4 5 Very likely Don't know
Agenda
Digital Radio Status
Digital Radio Future in the UK
Ford Ennals • Communications
CEO, Digital Radio UK • Coverage
18th March 2013 • Content
• Cars
• Collaboration
1

12. Digital Radio UK Spreading the love for Digital Radio
Composition
BBC and UK Commercial Radio
Car and Radio Manufacturers
Work with Government and Ofcom
Objectives
Accelerating the growth of digital radio
Getting digital radio in cars
Planning a future digital radio switchover
Communications
• D Love – digital radio evangelist
• Unique collaboration
• BBC TV and radio airtime
• Commercial radio airtime
• Retailer point of sale
• Consistent campaign approach

13. D Love Campaign Digital Radio Progress in UK
Coverage Government Digital Radio Plan
• Expanding National and Local DAB
• Analogue status quo not sustainable
• National BBC expanding to 97%
• FM is full - capacity to extend and launch stations
• 100% coverage to all motorways, and primary roads • Maintain radio as a dynamic growth medium
• National commercial expanding to 90% • Government Digital Radio Action Plan 2010
• Plan to extend Local commercial from 70% • Government switchover announcement 2013
– expanding to 90% • Government criteria:
- 50% digital listening
• Local coverage expansion underway:
- 90% local coverage
– City boosts -London and Manchester 2012 • Criteria to be achieved by end 2015
– Local launches - 8 new Local DAB multiplexes to be
launched in 2013

14. Digital listening will be 50% by Q1 2016 Digital Radio online and apps
Station Apps
DAB Digital Radio DAB Consumer Benefits

15. Content Success of digital only stations
digital digital-only
Foreign
language
stations
Cars 33% of new cars
have digital radio as standard
End 2012
33% of all new cars
End 2013
Majority of new cars
End of 2015
All new cars

16. 100% of new BMW models
Audi Announcement Today
have Digital Radio
Audi Digital Radio announcement
The
conversion
of existing
cars to
Digital
Radio

17. Conversion Solutions
Integrated adapters Fitted adapters
Self-fit adapters Radio app integration
Collaboration Thank you
• Importance of European standards
• EBU Euro–chip campaign
• UK minimum specification includes DAB+
• Coordinated approach to vehicle and mobile industry
• Working together: #spreadthelove
- Securing future of radio sector
- Delivering better radio @digitalradiouk

18. Terrestrial broadcasting offers advantages
• Robust and reliable
• A true mass market delivery
system
Digital radio across the world
• Everyone, everywhere: also
cross borders
Per G Borga, Teracom Group
• No need for costly
17th March 2013 subscriptions
• Your integrity is safe
But - FM spectrum is full Digital radio offers the solution
• Difficult for radio to • More choice
innovate
• More cost efficient
• No significant growth
• Greener
• Younger audiences are
• New features: text,
listening less
images, interactivity
• Interference and bad
• Better reception
reception

19. IP is a complement but no substitution Digital Radio is being adopted across Europe
Established
• Not a sustainable business case to markets
New
substitute terrestrial with IP on market
nationwide scales
• Who will pay for the data?
• What about scenarios and listeners
that cannot be reached behind a SIM
card? Potential
• Bottomline: It is a question of markets
democracy
EBU recommendation 138 United Kingdom
• 42% of households have DAB
• EBU has made it clear that DAB/
• 80% of new portable radios
DAB+ is the technology that is
are digital
ready and recommends its
immediate deployment • 33% of new cars have digital
tuners
• FM switchoff decision
expected for 2013

20. Norway Germany
• 29% of households have DAB • Re-launched DAB+ in August
2011
• DAB coverage: 84% of
population • DAB coverage: 88% of
population
• 70% of most popular cars
offers DAB • Obliged to reach 99% by end of
2014
• FM switch-off in 2017 or 2019
• DAB+ supported by automotive
industry
Denmark Switzerland
• 41% of households have DAB • 34% of households have DAB/
DAB+
• DAB coverage: 100% of
population • 99% network coverage
• DAB listening 3 times bigger • Over 1m receivers sold
than via IP
• FM switch-off proposed for
2019

21. Italy Netherlands
• Has adopted DAB+ • NPO will extend its existing
DAB-coverage from 70% to 95%
• Regular DAB+ services launched in the coming next years
in Q4-2012
• NPO and private broadcasters
• Trial broadcasts cover 60% of the in strong collaboration
population
• DAB+ re-launch planned for
Sept 2013
Belgium Sweden
• Proposal from government that SR
• 100% DAB network coverage shall expand DAB+ coverage from
35% to 95%.
• All motorways and main roads
are covered • DAB+ licensing process for private
broadcasters ongoing. Decision in
• RTBF and commercial 2013.
broadcasters in strong
collaboration to launch DAB+ • SR and private broadcasters in
strong collaboration

22. France Asia
• Licenses for DAB+ recently • Australia: One of the most successful DAB+
issued to 106 radiostations launches worldwide. Coverage 80%. Over one
million DAB+ receivers sold. Listening via DAB+
• 60% network coverage more than twice that of Internet
• Obligation to start DAB+ • South Korea: The biggest market so far with more
broadcasts in 2013 than 60 million receivers sold – most of them
mobile phones.
• Radio France, RTL, NRJ and
Lagardère pausing • Regular services in China and Hong Kong
• DAB+ demonstrations and trials are being carried
out in the entire region: Thailand, Indonesia,
Malaysia, Vietnam, New Zealand...
Devices available from €20 and more than Support from all major automakers
80 million devices sold on a global scale

23. Sales Network coverage continues to grow
% of population (mobile coverage)
Conclusion Thanks!
• Terrestrial broadcasting has
Questions or Answers?
advantages but FM spectrum is full
Contact Per G Borga:
• IP is complementary but cannot be a Per.g.borga@teracomgroup.se
substitute @pgborga
• DAB+ is the fastest growing, most
popular digital radio standard Looking to become a Member
or run a Workshop?
• Get involved and shape the future; Contact WorldDMB:
join your national digital radio rebecca.keene@worlddab.org
organisation and the global forum
WorldDMB

24. #RDE13
MEASURE TARGET MONETIZE