Radio Leads Way In Digital World

All traditional media face significant challenges as technology takes the lead, but on the face of it, radio is particularly well positioned to benefit from digital, internet and mobile extensions.

Recently, Capital Radio has announced a formal initiative to offer advertisers mobile interactivity on spot advertising across all of its stations; Virgin was already doing so through its Feedback proposition, and has now launched what it claims is the world’s first 3G radio player; and later this year, Lifetime, a partnership between GWR and BT, will see further digital radio and digital content provided via mobiles.

Digital comes at a higher investment cost than FM, but it opens the way for a greater variety of broadcasters and a wider set of advertising possibilities. These offer the opportunity for the medium to grow listening amongst crucial younger techno-savvy (but fickle) audiences.

Visual radio is also now being backed by all the major phone manufacturers – see your favourite artist posing on your handset, then text the station to decide which track you want to hear next; and order the album from your phone.

Amongst the 15-19 age group, radio listening remains strong, but it has declined from 19.8 hours a week to 18.8 over the last four years. However, over 1.2 million 15-24s are now listening to radio via their mobiles according to the latest RAJAR, and the audience profile for mobile listening – unsurprisingly, but helpfully – is radio listening in reverse. Can radio exploit these markets to its advantage in years to come?