Head of Australia’s Business Radio & Audio says digital radio will play a “complementary and supporting position”
DAB is a superb digital radio platform. However it can by no means substitute analog FM broadcasting in Australia. So stated Ford Ennals, CEO of Australia’s Business Radio & Audio, throughout his “DAB Down Beneath” discuss on the WorldDAB Summit 2023. It was held in Munich, Germany on Nov. 8 with greater than 400 folks attending in-person and on-line.
“In Australia, we had been a relative early adopter of DAB,” stated Ennals. “We’ve had it for about 14 years or so; 2009 I feel we began. And it’s vital, however it can by no means take the place of FM. I feel there will probably be markets the place DAB has an vital position to play, nevertheless it’s a complementary and supporting position.”
The reason being “the sheer scale of this nation,” he defined. “Australia is a large landmass. It’s about the identical bodily facet as Europe if you happen to take out Russia, but our inhabitants is in regards to the dimension of Benelux. So it’s an enormous nation and there aren’t that many individuals within the nation, and that does give us actual points with protection and reception.”
Sturdy Development
Regardless of these points, DAB listenership has expanded because the service was launched in Australia, stated Ennals.
“Listening is rising,” he instructed the summit viewers. “It’s 5.5 million listeners each week. It’s about 20 % of all listening to radio in Australia, with 200 stations on air and it’s in 80 % of latest automobiles. So we’re less than European ranges the place you’re 90-plus %, however, at 80 %, it’s very, very robust. The thrilling factor is we see an actual robust progress in information stations and thrilling new content material as effectively. It’s within the 5 main markets, and 67 % of the inhabitants are coated.”
The variety of Australian DAB stations can be rising. “Sure, the most important, most profitable stations are the FM and AM stations, however a few of the distinctive DAB-only stations are massively profitable and really modern,” Ennals stated. He stated a chief instance is the DAB-only youth-focused station “TikTok Trending on iHeartRadio,” together with different DAB-only stations aimed toward youthful listeners.
“Given the challenges that each one radio world wide has with younger audiences, DAB is proving to be an actual growth for that viewers. That’s in all probability not shocking that DAB really skews in Australia to youthful listeners. I feel they get pleasure from these genre-specific stations as effectively. So it’s an vital a part of our program for constructing listening with youthful listeners.”
Australian DAB can be making positive aspects amongst motorists. Given the nation’s dimension, “We in all probability drive greater than most nations,” Ennals stated. “So the automotive could be very, essential in Australia. And DAB within the automotive is totally crucial.”
Extra Client Radios Wanted
Like many different DAB nations, Australia’s greatest problem is convincing shoppers to purchase digital radios. “We do advertising, in fact; we are likely to have a retail focus,” stated Ennals. “DAB gross sales have grown over time however are challenged as we see throughout Europe.”
He added that Panasonic and Philips are the one two producers bringing giant portions of DAB receivers into Australia. “I’m used to working within the U.Ok. market, the place we had Roberts and Ruark,” Ennals stated. “They aren’t current for the time being in Australia. And we might very a lot welcome anybody who desires to return and convey modern DAB merchandise to Australia. We’ll help you, so if you happen to’re within the room and need to do this, let me know.”
Ending up-his DAB Down Beneath presentation, Ford Ennals expanded on his central message, reiterating that DAB gained’t take over from FM. “What DAB will do is overtake AM listening in all probability within the subsequent six months, which can be about 20 % [of listening],” he stated. “However, I feel AM will probably be sustained. And as soon as once more, the massive challenge is our geography. The large challenge is attempting to get protection exterior of these 5 metropolitan areas, which leaves us points as a result of highway networks between the key metropolitan markets aren’t coated [by DAB]. And we do want to take a look at potential to develop.”
[Related: “Radio for Android Automotive Discussed at DAB Event“]
