BOOKS: THE RADIO ECOSYSTEM IN EUROPE AND NORTH AMERICA

Released in a free edition, thanks to a collaboration with the EBU, the study produced by RAI’s research office, where experts, professors and researchers of different nationalities draw the future of radio

The cover of the volume, downloadable as a PDF, made available to practitioners by the EBU on its website
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Presented on March 29, 2023, in Rome, at the Universi Sonori conference, Audio-Sound Ecosystem is the English summary of the volume Audio-Sound Ecosystem published in July 2022 by Rai Libri, the publishing division of Italian public radio and television. Italian and European experts, professors, and university researchers shared their perspectives on their areas of expertise, drawing future scenarios of the radio and audio landscape in Europe and North America (USA and Canada). Collaboration with the EBU-European Broadcasting Union (an association representing various public and private operators), made it possible to produce an English summary of the publication (230 pages, compared to 512 in the original) to make it available to the entire industry. The book can be downloaded for free at this link.

The competition is getting tougher and tougher

RTL 102.5, the first network by an Italian audience has developed a very sophisticated radio broadcasting model
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Although radio is the most listened-to source of sound (over 50% of daily listening time, in Europe and North America), it must evolve to respond to competition from increasingly sophisticated audio products. It knows how to stand up for reliability and authority: ingredients that during the pandemic have allowed it to maintain important listening shares, and combined with the ability to entertain that have allowed it to consolidate a strong bond with audiences bombarded by bad news. And for years it has also innovated, creating a new editorial product, radiovision, which in Italy and Belgium has been developed in an original and more mature way. However, the situation is different in France (where it remains unconvincing in terms of ratings) and the United States (which does not consider it fundamental) or Sweden (which has excluded it from its strategies).

The big players

Photo montage made by COMK (Comarketing-News) website at a hearing of the four captains of the hi-tech biggies, questioned by U.S. congressmen as part of one of the investigations into possible anticompetitive practices
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But the challenge coming from the network giants (Google, Apple, Facebook, Amazon) is insidious: these platforms, which act as intermediaries between the public and radio stations, structure their offerings based on the enormous amount of information collected from users. To counter them, operators need more effective and detailed listening detections that deepen the knowledge of their audiences, and new professionals who can make information adapted to the digital challenge: streamlined but dense and producing a positive feeling. Network presence can be leveraged to increase notoriety, but there is a risk of losing control of programs, so much so that major broadcasters are creating proprietary platforms to establish direct contact with audiences.

Podcasts and streaming

To manage proprietary content without intermediation, the British public broadcaster has launched BBC Sound, where listeners can listen to radio stations, digital thematic channels, and podcasts
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In the (steadily growing) podcast industry, radio stations are prominent publishers, particularly in Europe, which allows them access to a younger audience, including children and Generation Z. However, the music streaming market is highly competitive, with platforms witnessing increasing consumption among the 16-34 age group. This demographic is gradually shifting away from radio, though the pace of this trend varies across different countries. Despite the challenging market conditions, leading broadcasters like BBC and Radio Canada are taking measures to counter the trend by launching their proprietary platforms.

Changing modes of listening

Platforms such as Spotify offer superior sound quality to FM, but radio can respond with DAB+
https://open.spotify.com/

If the car today is the main listening space for radio, it is increasingly undermined by other media, accessible from the infotainment system. And when all cars are connected, it will have to contend with Google, Apple, Amazon, and Spotify. To meet the challenge of mobile listening, the main weapon is digital radio (DAB+ or HD Radio in the United States), which with its improved sound quality allows it to keep up with technological innovations, such as those in sound reproduction (spatial and immersive) from Apple and Sony and which will innovate fiction and other areas of entertainment. Regarding home listening, smart speakers will supplant traditional receivers: EBU research estimates that 60 percent are already being used to follow radio. To take advantage of this trend, some broadcasters are making specific and often interactive programs specifically for these listening devices.

(Written by Fabrizio Carnevalini)

USA: Spotify revolutionises music in the car

Spotify revolutionises music in the car

As small and slim as an MP3 player, it attaches to the air vents or dashboard (various adapters are provided), and connected via Bluetooth to the phone opens the door to Spotify, Sweden’s market-leading music streaming platform. This small device could revolutionise music listening in the car. The price is low ($79.99 to the public), and in the United States the first units will be given away for free: you register on the site and pay only shipping: $6.99.

With this move, Spotify is skipping all the middlemen and attempting to deal a heavy blow to its competitors: car manufacturers, streaming platforms and, above all, radio stations, especially those that have recently landed on digital DAB. Car radios, on the other hand, are complicated, due to their ever-increasing integration with the on-board computer. Spotify, on the other hand, promises to simplify the relationship with music by offering a simple device that can be controlled by voice. Streaming platforms (such as TuneIn) have also been penalised, even though they are well integrated into cars, given that the “hunger for content” had prompted manufacturers to sign collaboration agreements with audio content aggregators.

But the blow could be very hard in view of the innovation that everyone is waiting for, Spotify Hi-FI, the high-performance format expected in the second half of 2021. Subscribers will be able to listen to their favourite tracks in CD quality with a bitrate of 320 kbps, something that not even Dab offers today: it could do so by drastically reducing the number of broadcasters currently hosted in a dab bouquet: in Italy, only the ADN group’s broadcasters in Calabria and several RAS channels in Alto Adige go at 128K, generally all of them, like those hosted by DabITalia, broadcast at 64 kbps (one fifth of the definition of Spotify Hi-Fi).

Spotify is also on a roll: its Q1 2021 report states that it has 158 million premium users (users who pay for all features without advertising), a jump of 28 million subscribers on a year earlier. There are 356 million active users globally (including those who use the free service: 198 million). In Italy, a study carried out by research institutes Kantar and ComScore on behalf of Google found that of the nine out of ten Italians who listen to music online, Spotify is in second place (54%) after YouTube (90%). This is followed by PrimeMusic (34%) and Apple Music (9%). While web radios account for only 15%.

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