Lessons Learned from the FM Switch-Of
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DAB+ in Norway – Lessons Learned From The FM Switch-Of The Story, Background and Results (so far) of Norway's digital Switchover. [email protected] RADIODSO.COM Teamwork essential First - period White DSO- period paper DAB A little info/ A little info/ Info/marketing launch marketing marketing Few, expensive Some more Cheaper radio radio sets radio sets sets Less A couple of Real added channels on new DAB than value, many new channels FM channels Limited A little better A little better Full coverage coverage coverage coverage 1995 Start - 22 years - 2011 2017 FM-shut off 2011 1. Coverage (Public) 2. Coverage (Comm) 3. Content 4. Consumers 5. Cars («Checkout» Jan 2015) 25.06.2018 5 Main recommendations Industry-driven process in the the choice of radio technology should be 2011 White Paper made by the market players Political support for the need to facilitate ASO Criteria 1.NRK: 99,5 % coverage Analogue 2.Commercial radio: 90%coverage 3.Added value of digital radio Switch off 4.50% of daily radio listeners must use digital platforms 5.Technically satisfactory and reasonable solutions for radio reception in cars must be available Why a DSO? SHARE OF HOUSEHOLDS WITH ACCESS TO DAB White Shut off-date Shut off paper confirmed start Source: 2006 – 2010: TNS Gallup / Opinion, Radio Equipment Survey, approx. 1000 telephone /web interviews in every survey 2012 – 2018: Kantar Media, Digital Radio Survey, approx. 1000 telephone interviews in every survey Media trends 1960 – 2016/2017 100 «Internet» 91% TV 69% 75 Radio 63% 50 Newspapers 46% «Mobile content» 69% 25 Magazines 27% 0 Source: Daily use of newspapers, radio, TV, text-TV and internet, 1961-2016/2017. Data from Consumer & Media (C&M) 1994. The Multichannel Society (Lundby & Futsæter, 1993) Fragmentation of the media landscape and audience sub groups (Futsæter 1998). Mobile content: all Norwegian mobile issues measured in C&M, incl newspapers, TV and others. Digitization of newspapers and television Digitization of radio Radio is... CONTENT FREE AVAILABLE EASY Radio must offer more NRK radio stations 1993 - Music/ entertainment Key questions prior to developing new content: What is happening in other countries? What is missing in the Norwegian market? How can we create an even better public service? Info/ news 25.06.2018 19 NRK radio stations 2014: Music/ entertainment Info/ news 25.06.2018 20 Public radio content • News • Regional programming • Documentaries • Debate and conversation • Music of all genres • Travel news and regional • Entertainment service • Culture and arts • Sports – elite and grassroots • Childrens’ programming • Programming for minorities • Content for youth and young and minority languages adults • Coverage of national and • Radio drama regional events Public radio content on FM: three stations • News • Regional programming • Documentaries • Debate and conversation • Music of all genres • Travel news and regional • Entertainment service • Culture and arts • Sports – elite and grassroots • Childrens’ programming • Programming for minorities • Content for youth and young and minority languages adults • Coverage of national and • Radio drama regional events Schedule for NRK P1, NRK P2 and P3 in 1995 Public radio content on DAB+: 15 stations • News • Regional programming • Documentaries • Debate and conversation • Music of all genres • Travel news and regional • Entertainment service • Culture and arts • Sports – elite and grassroots • Childrens’ programming • Programming for minorities • Content for youth and young and minority languages adults • Coverage of national and • Radio drama regional events 15 truly national stations A new radio market DAB+ means no gatekeepers • Broadcasting is independent of ISPs and other middle men • The licence fee means: • The content is already paid for • The distribution is already paid for • Responding to local, regional and national emergencies ourselves! NORWAY 1067 transmitters DENMARK NORWAY 66 1067 UK transmitters 391 SWITZERLAND 180 Distribution costs FM DAB+ 3 FM : ~2000tx 15 DAB+: 1067tx 150mill NOK ~170mil NOK (or 253mill ZAR or 16mill€) (or 290mill ZAR or 18mill€ per year) 1 FM, 8 DAB+, 80% coverage 90% coverage 130TX 230TX 1 FM station was only slightly cheaper than 8 DAB+ DAB+: ~ 30 mil NOK (or 50 mill ZAR or 3mill€ per year) Advanced networks 99,7 % 92,8 % NRK, RIKS, Public stations commercial stations DAB in cars - demanding 60,0 DAB aftermarket 50,0 DAB line fit 40,0 30,0 Aftermarket products essential 20,0 10,0 0,0 Q4 2012 Q4 2013 Q4 2014 Q4 2015 Q4 2016 Uke 8-9 2018 NOT ALL LISTENERS ARE ENGINEERS Carefully planned switch-off DAB a little different. Results (So far) Share % 100 80 "big five"; 64,4 60 40 20 "new stations"; 35,6 0 year 2012 year 2013 year 2014 year 2015 year 2016 year 2017 year 2018 Podcast and streaming radio 30 24,5 25 20 15 10 8,7 6,8 5 4,9 5 3,6 3,4 2,1 2,1 1,9 1 0,6 0,2 0 NRK P1 NRKRadio** NRK P1+ NRK P3 NRK P2 podkast* NRK mP3 NRK P13 NRK Sport NRK NyheterNRK Klassisk NRK Radio NRK Jazz Super Week 1 – 23 Weekly reach (000) 4500 4026 4053 4048 3978 4000 3844 3871 3805 3500 3000 2500 2000 1500 1000 500 0 year 2012 year 2013 year 2014 year 2015 year 2016 year 2017 year 2018 Total Radio NRK Total Kommersiell Radio Total 100 Radio total Acumulated 10 20 30 40 50 60 70 80 90 0 1.1. 4.1. 7.1. 10.1. 13.1. 16.1. 19.1. 22.1. 25.1. 28.1. 31.1. 3.2. reach 6.2. 9.2. 12.2. 15.2. 18.2. 21.2. 24.2. each 27.2. 1.3. 4.3. 7.3. 10.3. 13.3. year 16.3. 19.3. 22.3. år 2016år 25.3. 28.3. 7th June. pr up to 31.3. 2015år 3.4. 6.4. år 2012 9.4. 2017år 12.4. 15.4. 2018 år 18.4. 21.4. 24.4. 27.4. 2013år 30.4. 3.5. 6.5. 2014år 9.5. 12.5. 15.5. 18.5. 21.5. 24.5. 27.5. 30.5. 2.6. 5.6. Listeners prefer more chioce Thank you [email protected].