It’s great to get mail: “Ian MacRae’s column is very interesting—not least the name given to it—‘Off the Dial’, which may perhaps ironically reflect the fact that he is now part of the World Audio operation, predominantly found above the AM broadcasting band on NAS licences issued by the ACA. The World Audio approach to the industry gets a handsome coverage, including the July 04 edition.
Is Lee Cornell highlighting program delivery by a raft of new technologies as something we should do because we should, or simply because we now can? Internationally, radio has not only survived but has prospered on its relative simplicity, portability and ubiquity—and the fact that it’s free. Commercial Radio Australia is now leading the way in this country with the first serious multi-contributor Digital Radio Broadcasting tests in Sydney, ‘trialling’ the Eureka 147 System on L Band and on VHF Band III. Despite DRB’s enhancements to traditional content delivery, the focus remains on the tenants of portability, immediacy and versatility. These are not necessarily features found with internet streaming or satellite/cable subscription delivery.
“Radio’s longevity will be dependent on it remaining a mass medium of easy access; it is unfair of Ian MacRae to suggest that the industry has its head in the sand—just the opposite—with government inertia on the planning of DRB it is the industry which is now plotting radio’s future on its past attributes. Let Mr Cornell’s really serious audiophiles tap into less convenient delivery systems—the rest of us will continue to listen to radio.”
Jim Vasey, Group Engineering Manager, RG Capital Radio Network.
I don’t know about World Audio getting a “handsome coverage.” In fact I’ve tried to stay as neutral as possible by covering such news as the CRA Sydney digital trials. Personally I am simply contracted to provide radio shows for the World Audio network through my company which is also involved in other things such as packaging shows for the NSW Club industry and running a radio school.
“Is Lee Cornell highlighting program delivery by a raft of new technologies as something we should do because we should, or simply because we now can?“
My answer to that is—neither. The answer is—because it’s happening whether we like it or not. The great majority of young people out-and-about wearing headphones aren’t listening to radio; they’re listening to their favourite music that they’ve downloaded from the internet. And satellites now broadcast direct to mobile receivers.
Ironically your suggestion that radio will continue to be as it’s always been—except for “the industry which is now plotting radio’s future on its past attributes”—still sounds like “head in the sand” detachment to me.
HOW ABOUT A DATE?
The UK Government has indicated that they’re considering naming a date for switching off analogue radio.
Tessa Jowell, the Culture Secretary, has written a forward in a report by the Digital Radio Development Bureau which says: “Later this year, I will be reviewing the take-up of digital radio and considering how long it would be appropriate for sound digital broadcasting services to be provided in analogue form.”
Which leads to the question—why would the Government want to do something that is going to be so unpopular? Apart from the zealous enthusiasm of a small number of digital believers there is no frantic rush by listeners to convert. The UK radio industry is more realistic and sees a situation where analogue will co-exist alongside digital in a simulcast situation for a long time. While there’s no doubt that her Government is keen to get the new technology happening this sounds to me like a bit of a bluff to bully listeners into making the change sooner rather than later. In Britain this would mean over 100 million radio receivers becoming obsolete—Or will they?
As in Australia, I’m wondering what all those vacated frequencies on AM and FM would be used for. Can’t imagine all that suddenly available spectrum being unused, or Governments not foreseeing a way of making lots of money auctioning off the analogue airspace.
THIS MONTH’S STUPID RADIO STUNT
Magic 98.9 evening jock in Pueblo, Colorado, known simply as JoJo, told a caller that to win a prize she would have to beat her child hard enough to be heard on air and to make the poor kid cry.
Then he laughed at a number of calls from listeners complaining about the incident saying, “we do this to increase our ratings and my management loves this kind of controversy.”
At least he was honest about that. I checked KKFM’s web site and it promotes “JoJo weeknights 6-Midnight. Call JoJo but be aware that if you call the night show not only will JoJo play back the phone call on the air but he’ll also make you look like an ass, thank you!” I think we know who the ass is. What a jerk!
