Abramsky Claims Future Of Radio Is Under Threat
The future of radio as a medium is under threat unless it goes digital, according to the BBC’s director of radio and music, Jenny Abramsky.
Speaking at a National Association of Broadcasters conference yesterday, Abramsky warned against the dangers of taking radio for granted in a future were the next generation of listeners face more choice about how to consume their media.
She said: “While radio in Europe flourishes today we cannot complacently assume it will tomorrow. I believe radio must go digital if it is not to go into long term decline. If radio were the only medium not to go digital it would soon become obsolete for future generations.”
Abramsky welcomed the increased choice offered by digital radio from both the BBC and the commercial sector as “fantastic news” for the radio industry, radio professionals, advertisers and listeners.
She explained that increased choice means increased competition, which will inevitably lead to a decline in share of listening for BBC radio. She said: “We don’t expect that the BBC will start the next decade as it started this one – with over half of all radio listening to its stations.”
“We expect our share of listening will fall, but increased choice is the right strategy because we know that it is right for audiences, it is what sells sets and what will take radio digital,” she added.
Abramksy also revealed that she expects the first RAJAR listening figures for the BBC’s new digital radio networks, which include 1Xtra, Five Live Sports Extra and 6 Music, to be modest when they are released later this week.
She said: “These stations need time to find their voices, to grow their production and presentation talent, to build – and build an understanding of their audiences.”
Abramsky also stressed the BBC’s commitment to marketing its digital radio portfolio and claimed that the Corporation’s investment in digital radio would be “squandered” without a complimentary investment in promotion.
The BBC is due to run a major cross media campaign promoting its digital radio portfolio on-air and off-air throughout December. Abramsky said: “We hope that by the end ofthe year almost 350,000 sets will have been sold.”
Last month it was revealed that the cost of digital radio receivers look set to drop dramatically after leading consumer technology manufacturer, Sony, enters the market. Sony’s digital radios are expected to launch early next year and will undercut the price of the cheapest digital receivers, which currently retail at £99 (see Sony To Drive Growth In Digital Radio Market).
BBC: 020 8743 8000 www.bbc.co.uk
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