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Digital Radio Switchover Strategy: Lessons from Norway

Explore the evolution of radio, challenges faced, solutions found, and the successful implementation of a digital switchover strategy in Norway. Learn about the conditions for FM shutdown, the transition timeline, and the significant impact on radio listenership and industry. Discover the key factors contributing to the success of digital radio adoption and the importance of collaboration, coverage, content, and technology in this journey. Join the conversation on radio evolution and strategies at the Poznan Media Expo 2014 Conference.

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Digital Radio Switchover Strategy: Lessons from Norway

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  1. Norwegian switchoverstrategy Speech 10. April 2014 at Poznan Media Expo 2014 Conference By Rolf Brandrud, Radiodays Europe & NRK

  2. My background • 1980ies – started in radio and stayedthere • 1990ies – internetpioneer in NRK • 2000ies – lobbyist for digital switchover for TV • 2010ies – organizer of Radiodays Europe

  3. Where is radio now? 1920 – Monopolies 1990 – Public/privatecompetition 2010 – Radio challenged by new media

  4. 6 - 7 yearsago

  5. Now

  6. What is the challenges? • Developingmultichannelstrategies • Reaching the young • Telling compellingstories • Interactingwith the audience – social media • Gettinginto the smartphone • Findingradio’snewplace in the car • Developing radio for screens

  7. What is the answers? • Not standing still with FM only • Certainly using the net and social media • Not choosing radio ORinternet,but Radio ANDinternet • Weneedbroadcast radio for efficient, massdistributionANDsupplementingnetinteractivity

  8. Digitalisation of radio in Europe Different stages from southeast to northwest • FM only • FM + net + webradio • DAB in test • DAB in market • DAB withdefinedswitchover date - Norway • Digital switchoverimplemented

  9. How? Courage!

  10. How? Collaboration!

  11. How? Coverage!

  12. How? Content!

  13. How? Cars!

  14. The Norwegian timeline • 1995 startup – graduallyprices of DAB receivers have come down • 2011 – decisionaboutswitchover date 2017 • 2013/14 launch of new, attractivechannels • 2015 – fullfilling the criteria • 1.1.2017 – Digital switchover date • 1.1.2019 – Alternative switchover date – extracost 200 mill, 2 mill a week, 300 k a day

  15. The conditions for FM shut down • Three absolute conditions • NRK: Coverage as for NRK P1 on FM • Commercial radio: 90 per cent • Added value to listeners

  16. Capacity and networks in Norway • FM • 1 channel per transmitteror network • DAB • DAB up to 10 channels per network (mux) • DAB+ up to 20 channels per network (mux) • Moving towards DAB+ • 5 FM networks • 3 NRK • 2 commercial • Various local radio network • Frequencies for 4 DAB networks: • Public service network (7 regions) • Commercial national network (”National 1”) • Commercial national network (”National 2” - not built yet) • Commercial regional network (37 regions)

  17. Now

  18. Now

  19. Digital added value + 20 channels in Oslo/Akershus 22 national channels (FM typically 3-6)

  20. The conditions for FM shut down • Three absolute conditions • NRK: Coverage as for NRK P1 on FM • Commercial radio: 90 per cent • Added value to listeners • 2017 or 2019 • At least 50 per cent of daily radio listeners must use digital platforms, exclusively or in combination with FM-radio • Digital platforms: web, DAB, digital tv, mobile etc

  21. Digital use 1,23 million Norwegians 34 36 31 36 40 13 16 18 23 19 10 10 11 10 9 14 15 15 14 13

  22. The conditions for FM shut down • Three absolute conditions • NRK: Coverage as for NRK P1 on FM • Commercial radio: 90 per cent • Added value to listeners • 2017 or 2019 • At least 50 per cent of daily radio listeners must use digital platforms, exclusively or in combination with FM-radio • Digital platforms: web, DAB, digital tv, mobile etc • Affordable and technically satisfactory solutions for in-car radio reception must be available • Half of the municipalities and all counties must have an offer of retrofitting adapters 2015

  23. Where?(previous listening session) Source: TNS Gallup, Digitalradioundersøkelsen Q4 2013 Base: n = 1068

  24. The challenge 2 - 2,5 million cars need an aftermarket solution

  25. Sales of DAB-radios • In total, 511.000 DAB-radios sold 2013 • Incl. car-radio • More than double of 2012 Source: Trade organisation for electronics importers and retailers

  26. Summary • We digitize to secure radio’s position in the media market • The success lies in collaboration and a strong political plan communicated to all stakeholders • Norway is on schedule for transition to digital radio in 2017 • Great coverage • New content, wide range of channels • 40 per cent of daily listeners use digital radio • Close to 60 per cent of all sold radios are digital • Focus on car industry • Highest priority now is DABaftermarket products for cars

  27. Arena for exchange ofradio experiences and strategies www.radiodayseurope.com rolf.brandrud@radiodayseurope.com

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