Digital Radio for Ireland: Competing Options, Public Expectations

Technological University Dublin ARROW@TU Dublin

Reports Centre for Social and Educational Research

2009-09-01

Digital Radio for Ireland: Competing Options, Public Expectations

Brian O'Neill Technological University Dublin, [email protected]

Helen Shaw Athena Media

Agata Olbrycht Athena Media

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Recommended Citation O’Neill, B. Shaw, H., Olbrycht, A.: Digital Radio for Ireland: Competing Options, Public Expectations. Broadcasting Commission of Ireland, Dublin, 2009. http://www.bci.ie/documents/ digital_radio_final_report_2509.pdf

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Dublin Institute of Technology Year 

Digital Radio for Ireland: Competing Options, Public Expectations

Brian O’Neill∗ Helen Shaw† Agata Olbrycht‡

∗Dublin Institute of Technology, [email protected] †Athena Media ‡Athena Media This paper is posted at ARROW@DIT. http://arrow.dit.ie/cserrep/1 — Use Licence —

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Radio needs to be as colourful and usable as an iPod, mobile phone or television EPGs. If we don't - we die. Simple. [Digital Radio Ltd]

Consumers are becoming used to accessing additional visual content through the internet. This expectation will remain through the development of future digital broadcast platforms. Digital radio stations should use whatever multimedia options are available in order to compete with the increased choice of services that the consumer is being presented with. Radio will run the risk of being left behind, if it can not evolve on multimedia platforms. [Dublin Rock Radio Limited - Phantom 105.2]

Especially with youth stations, it is not enough to just provide the sound, there needs to be a strong online presence, and interactivity. [Flirt FM 101.3/College Campus Radio]

Music on demand through portable Mp3 players is a huge threat to traditional radio. The new features on digital platforms, such as text, images, tagging, etc, provide a unique selling point to radio in the battle against the iPod. [Midlands 103]

Only a couple of dissenting opinions were offered:

Radio is a fantastic medium in and of itself. I see multimedia developments in radio as a distraction to the core purpose of the medium. [Raidió na Life 106.4FM]

Radio continues to be primarily an at home / in car experience. Better multimedia sources are available in the home... and in car it is a distraction and likely to be curtailed. [Today FM]

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It enhances the availability of radio choice to the listeners and allows stations such as ours be easily available to listeners outside our broadcasting area [West Limerick 102FM]

As a long-term replacement for national FM networks, DAB will bring a wider choice of listening to the whole country with existing and new national services. It will also clear up to two-thirds of the existing FM band for use by local/regional/community broadcasters. The data side of DAB will bring a much improved radio experience to listeners. [Digital Radio Ltd]

Against this, a large number criticized DAB as a format and its suitability as a digital radio platform for Ireland:

Fidelity at common bit rates is worse than FM, error concealment is poor making mobile reception patchy. [Total Broadcast Consultants Ltd]

We believe that in-car reception is essential and the problem with digital services is that do not fail gracefully. In fringe areas digital systems either work or they don't. [UTV Media plc]

The power of the DAB transmitter. In the UK they adopted a network of low-power mux's meaning you need several transmitters to cover the London area. That is madness. We need to

! GH! make DAB transmitters as powerful as existing FM. [Digital Radio Ltd]

The technology could be superseded within 2 years. [4FM]

Outmoded & outdated audio codec Not future proofed with DAB+ & other later digital formats Spectrum inefficient Poor reception Poor signal correction Expensive transmission costs Rapidly losing International industry support [Communicorp Group Limited]

More generally, some respondents commented negatively on the digital options currently available or their supposed benefits for the sector, particularly evident in the case of commercial and community radio:

I do not currently see, nor can I see in the medium term a demand for it. [KCLR 96fm]

Not important at this time. It is of no major benefit to the contractor or listener. [Radio Kerry]

I have yet to be convinced that digital radio is going to be good for either my listeners or my business. My experience of DAB in Northern Ireland is not good and it represents a significant cost burden with little or no payback. [oceanfm]

The set-up and maintenance costs would almost certainly mean complete exclusion of the community/non-profit/special interest sector. This in turn would lead to a narrowing of the range of types of radio stations and types of radio programming accessible to the public, albeit while at the same time receiving multiple times more radio stations and programmes (all commercial or State). [Raidió na Life 106.4FM]

It is too expensive for community broadcasters and when it comes to assignment of channels in the DAB system, community radios have been left at the very end of the queue. [Near FM]

Because of the costs involved, it would seem that DAB is a medium very much geared at the commercial broadcasting sector, with little or no thought given to the future implications for community and special interest stations who would not necessarily have the financial capability to join DAB. [Raidió na Life 106.4FM]

In addition, a significant number commented on the need to support DAB+ rather than DAB:

DAB is rapidly becoming outdated and outmoded as it was designed in the 1980s, and receivers have been available in many countries for several years…Since tests finally began

! GI! worldwide for the much improved HE-AAC codec for DAB+ it has been found that virtually none of the current DAB receivers support the new codec thus making them obsolete once DAB+ broadcasts begin. Would it not be better to launch DAB in Ireland with the improved standard and consumers purchasing the relevant receivers to pick it up? [Communicorp Group Limited]

I would like to see a DAB+ initiative....not DAB. [Today FM]

DAB+ is the way forward as the UK are spearheading the development and we naturally have to follow. [South East Radio]

Elaborating on why DAB+ would be a better option at this time (33% agreed, 30% strongly agreed), the following arguments were put forward:

Availability of sets, All Ireland reception. However, we should establish a migration strategy with retailers and manufacturers that will allow us to make the distinction moot for the consumer, ie. that all radios from a certain point should be DAB+ enabled. [RTÉ]

The radio industry in the UK is expecting DAB+ stations to launch between 2010 and 2013, and podcast services using the DAB+ format will be launched in the UK in 2009. There is also a great deal of interest in using DAB+ in Asian countries where DAB was not launched aggressively to date. This situation would mirror Irelands and provides us with the opportunity to launch with a future proofed and advanced digital radio platform in parallel to the TV ASO/DSO process. [Communicorp Group Limited]

It is more efficient. It uses a better encoding method which results in higher quality audio at lower bitrates. It would be insane to roll out standard DAB at this stage. DAB+ leaves it in the dark. [Beat 102-103]

It is the technology that will be most widely adopted in Europe. Car manufacturers will most likely include it in next generation vehicles. The UK has signaled it will move to DAB + shortly. [Today FM]

DAB+ will allow for more stations but crucially it will allow headroom to provide programme related data services. [Digital Radio Ltd]

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&)00!?-@@+*7'60!K+*P'7+,B!.0*+6:D!@-*+!,+*P'7+,!/+*!8+6:!-R!/-/)06>'-=!>86=!ZCO! uStar Broadcasting Ltd / Country Mix 106.8]

;8+!R'=6=7'60!,>6J'0'>D!-R!,-@+!,>6>'-=,!6*+!6>!*',A!7)**+=>0D!6=:!86>!Q+!6,!6=!'=:),>*D! ,8-)0:!/)00!>-(+>8+*!6=:!A++/!Q86>!',!-=!6'*I!-=!6'*O!.!0->!-R!+@/0-D@+=>!',!6>!*',A!'R!>8+! '=:),>*D!',!R0--:+:!Q'>8!R)*>8+*!78-'7+O! uGalway Bay FM]

;8+!06>+,>!,+>!-R!7-@@+*7'60!0'7+=7+,!86P+!86:!*+60!:'RR'7)0>'+,!R)=:'=(!>8+'*!J),'=+,,+,O!V+!6*+! 0'A+0D!>-!J+!70-,+!>-!>8+!0'@'>!-R!,),>6'=6J0+!*6:'-!,+*P'7+,O! uD#<5E!K;v!

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! Gc! we don't believe that, if the constraints that are placed on current FM license holders continue into digital radio licensing, the Irish market can support any more commercial services. [Communicorp Group Limited]

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:'P+*,'>D!'=!06=()6(+!6=:!7)0>)*+!6=:!0',>+='=(!/*+R+*+=7+,! uDundalk FM]!

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;8+!@6'=!J6**'+*,!6*+!*+()06>-*DO!;8+!067A!-R!6!:+R'=+:!/-0'7D!86,!8'=:+*+:!>8+!7-8+,'P+! :+P+0-/@+=>!-R!6!E.W!/06>R-*@I!>-!>8+!/-'=>!Q8+*+!%;h!',!=-Q!:+P+0-/'=(!'>,!-Q=!=+>Q-*A!4! Q'>8!=-!'=:+/+=:+=>!,+7>-*!/6*>'7'/6>'-=O!K-@+!-R!>8+!%;h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uDublin Rock Radio Limited - Phantom 105.2]

.P6'06J'0'>D!-R!E.WY!*+7+'P+*,!'=!76*,I!Q-*AI!8-@+!+>7O!;8+*+!Q-)0:!86P+!>-!J+!6!5."M%!*-00!-)>! /06=O!&5!,++@,!>-!:-!>8+!b-J!/+*R+7>0D!R'=+!6>!>8+!@-@+=>m!<,!>8+!*+6,-=!>-!*-00!-)>!:'('>60!>-! ('P+!6!@-*+!:'P+*,+!*6=(+!-R!,+*P'7+,g!M*!>-!,'@/0D!@-P+!Q'>8!>8+!>'@+,g! uBeat 102-103]

;8+!7-=>'=)'=(!/-/)06*'>D!6=:!7-@@+*7'60!P60)+!-R!.5!U!&5!,+*P'7+,n! ;8+!,0-Q!(*-Q>8!'=!>8+!,60+!-R!@)0>'/06>R-*@!-*!E.W!,/+7'R'7!*+7+'P+*,n! ;8+!,0-Q!(*-Q>8!'=!>8+!6P6'06J'0'>D!-R!E.W!*+7+'P+*,!'=!P+8'70+,n! ;8+!7-=>'=)'=(!+7-=-@'7!78600+=(+!R67'=(!#6>'-=60I!%+('-=60!6=:!$-760!'=:+/+=:+=>!*6:'-! 0'7+=,+!8-0:+*,n! ;8+!067A!-R!6!70+6*!>'@+0'=+!>-!:'('>60!,+*P'7+!6P6'06J'0'>D!R*-@!%;h!;+0+P','-=!6=:!%6:'-!Q'>8!-*! Q'>8-)>!>8+!'@/+=:'=(!.KM!:+6:0'=+n! ;8+!067A!-R!6!70+6*!*-)>+!>-!:'('>60!,+*P'7+!/*-P','-=!R-*!%+('-=60!6=:!$-760!,>6>'-=,!:+/+=:+=>! -=!'=:+/+=:+=>!>*6=,@',,'-=!=+>Q-*A,n! ;8+!'=8+*+=>0D!6=:!+N-*J'>6=>0D!8'(8!>*6=,@',,'-=!7-,>,!6,,-7'6>+:!Q'>8!:'('>60!=+>Q-*A,! '=70):'=(!600!R-*@,!-R!E.WO! [Communicorp Group Limited]

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l'P+=!>8+!>*6=,@',,'-=I!*+7+/>'-=I!@6*A+>'=(!6=:!6):'+=7+!>*6=,'>'-=!7-,>,!'=P-0P+:!6!H!D+6*! +N>+=,'-=!',!=->!'=7+=>'P+!+=-)(8!>-!@-P+!>8+!'=:),>*D!6,!6!Q8-0+!_)'7A0D!-=>-!6=D!-=+! /06>R-*@O!

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! HH! !

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