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Radio groups need to clear fog over DAB

Posted in Media, Marketing, Digital, Latest reporters' blogs, Russell Parsons October 1st, 2008 by Russell Parsons

You could never say that DAB, or to give its less snappy full title Digital Audio Broadcasting, has been given a full chorus of unequivocal support from the commercial radio industry this year.

Ever since former GCap Media chief executive Fru Hazlitt sounded the unofficial bugle on a debate about the format’s future in February, describing it, as she did as “not economically viable” while also announcing the sale of its stake in Digital One, a question mark has hung over its future.

The fug was darkened further in July when the BBC Trust questioned the “long term viability” of digital radio and said that digital-only stations from all broadcasters had “yet to make a breakthrough”.

Good to see then that this week Guardian Media Group Radio restating its support for the beleaguered format by bringing in consultants, Oliver and Ohlbaum Associates, to offer strategic advice and to help look at the future growth for DAB.    

Of course, GMG is not alone in its championing of DAB – Bauer Radio and Global have all made positive noises in the past – and the format will need its supporters if it is going to continue its momentum.

A blow, of sorts, was struck this week when it was revealed that Channel 4 – which has previously, via 4DG group chair Nathalie Schwarz, been a vocal supporter  – was scaling back its digital radio plans with only one of its originally planned stations, E4 now confirmed to launch.

DAB, if radio groups including Channel 4 keep their nerves and thrust forward with planned station launches, can provide greater choice, increased revenue opportunities and clarity. Benefits not lost on consumers, who have continued, in the main, to back the format by buying sets at an increasing rate.

The great and the good of the radio industry are set to meet soon to map out digital radio’s future. It would be useful if some common consensus emerged whether or not it had one.

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