A new survey commissioned by MediaTel has found that 94% of the radio industry believes that it will be 10 years before digital radio becomes available in the majority of homes.
The full-scale study into the viability of digital radio in the UK was conducted during November 1997 – January 1998 amongst commercial radio companies, the BBC and top radio-spending advertising agencies.
The report’s key findings show that only a slight majority (53%) thought it was ‘very’ or ‘quite’ likely that digital radio would become commercially viable. 77% believed that it was not likely to lead to an overall increase in radio listenership.
Predictions for radio’s share of advertising revenue over the next five years – as digital radio establishes itself – varied widely.
The survey was conducted by Hugh Davies at Marketing in Practice, a consultancy which specialises in the radio industry.
Contents of Report:
This report has been compiled from the results of both desk research and of a survey conducted among representatives of the BBC, the commercial radio industry and the advertising community during November and December 1997. It is divided into three parts:
Sample: Commercial radio companies representing more than 75% of the industry’s revenue, the BBC and a selection of top radio-spending advertising agencies.
Part 1: Background and History of Digital Radio
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- Development
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- What is Digital Radio
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- The Benefits of Digital Radio
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- Potential Uses
Part 2: The Current Position
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- Coverage of the UK and Services Available
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- Licensing Regulations
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- Licensing Timetable
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- Consumer Interest
Part 3: The Future
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- Introduction
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- The Broadcasters
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- The Manufacturers
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- Commercial Viability
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- Timescale
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- Conclusion
Appendices
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- Digital news round up (key stories 1997/8 from MediaTel’s Newsline)
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- Radio Authority Digital Licence Fees
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- Digital Radio Glossary
The full 20-page report is available from MediaTel, priced £75 for non-subscribers and £65 for subscribers. For further information on the report’s contents and how to obtain a copy email Philippa Owen (philippao@mediatel.co.uk) or visit MediaTel’s Media Village.
Derek Jones, MediaTel: 0171 439 7575 Hugh Davies, MiP: 01440 821 400
