BBC Pledges Drive To Demystify Digital Radio
The increasing penetration of digital radio is making the industry a ‘complicated business’, with new research from the BBC identifying the difference in levels of knowledge and awareness in the digital market.
Speaking at the Edinburgh Radio Festival, Simon Nelson, controller for BBC radio and music interactive, and Jo Hamilton, the Corporation’s head of audience research, revealed how new research conducted by the BBC is helping to identify what consumers want from the DAB spectrum, how they use it and how the industry can further the influence of digital technology.
Hamilton explained that the Corporation’s findings showed four main categories of weekly digital radio users; Digital Virgins, Novices, Dabblers and Junkies.
Discussing the Digital Virgins, Hamilton claimed that there were almost eight million listeners in the UK who have no access to any form of digital technology, while over 25 million novices have access to DAB, but choose not to listen to the medium.
The 12.4 million listeners in the Dabblers category are the fastest growing in terms of digital adoption, while the “junkies” command the smallest numbers at just 2 million.
In reference to these findings, Nelson said that it is the BBC’s job to persuade those listeners without knowledge of the medium of the benefits of digital radio, with the research emphasising the lack of public awareness concerning the technology.
He said: “Radio as an industry has to go digital if it is going to survive, quite simply, digital radio is better radio.”
Although awareness was shown to be relatively high in the BBC’s research, respondents were unable to describe the benefits of digital radio, with the price of equipment remaining an issue and consumers found to be nervous of the new technology.
Nelson outlined the BBC’s plans to overcome this problem, revealing a big advertising push using “familiar voices of the BBC” in an effort to demystify the medium.
Delegates were given a sneak preview of new initiatives, involving a radio Five Live Radio Amnesty in which consumers are encouraged to trade in their old analogue sets to get a 5% discount on digital sets, as well as send aid to Africa.
Nelson said: “The first steps we’re taking are very, very strong.”
Plans from the BBC to experiment with TV radio were also unveiled, with Nelson outlining the Corporation’s intention to make TV a “richer experience.”
One such new format will be launched in Autumn on the Freeview platform, consisting of a scroll through format offering readers a more interactive way to become involved with digital radio.
However, Nelson and Hamilton both pointed out the importance of not making radio too “complicated and scary” for consumers.
“We’ve got to make sure we don’t aggravate people who just want to listen to radio, but if we move now we can ensure that radio stays in the centre of the dial.”
BBC: 020 8743 8000 www.bbc.co.uk Radio Academy: 020 7255 2010 www.radioacademy.org