DAB - Deal or No Deal?
News this week that commercial radio could be prepared to throw a lifebelt to the good ship DAB - last seen listing and in real danger of sinking altogether amid stormy financial seas. However, unlike most normal buoyancy aids, there appears to be more than one string attached to this one.
It seems that in return for launching two new national channels on the Digital One multiplex, commercial radio wants to see a reduction in locally-originated output requirements plus greater scope for smaller stations to co-locate and, in effect, provide local programming from studios outside their patch. So much for the whole notion of local radio then.
In case you didn’t already know, something needs doing with DAB and it needs doing fast - either a shot in the arm or just plain shooting altogether. So far, its reliance on heavily-automated commercial offerings has hardly helped DAB sets fly off the shelves, drive listenership and generate highly-profitable revenue streams for their operators - in fact, quite the reverse is true. DAB’s stunted growth has been largely driven by BBC services offering something more than non-stop music. Remind me again, how many commercial DAB services have fallen by the wayside since this whole fiasco began? And how many slots are currently sitting empty on Digital One (excluding the Bird Network)?
Set against that background, the idea of investing seriously in a couple of new national channels all sounds pretty encouraging - particularly when one is rumoured to be a much-needed alternative speech station. But if the commercial sector does get its way and the current regulations are relaxed once again, I rather fear that local radio’s entire proposition will be weakened further - and quite possibly to the point of collapse. You see, local radio’s not about selling widgets, it’s about selling local relationships and as we all know, to get anything out of a relationship you have to be prepared to put something in.
As I’ve said here before, I’m not entirely against the concept of networking but I am however, totally at odds with commercial radio’s relentless slash and grab approach to turning a fast buck. Come on guys, is the key to local programming success and thus profitability really yet another 5 hours of automation followed by Dave Wonderful 50 miles away banging out the best mix from the Focus Group 500? Because actually, the evidence suggests that adult audiences often do want something more engaging than back-to-back More Music Variety and endless Text To Win stunts. Just take a look at Radio 2’s successive RAJAR’s - do millions really listen to Wogan, Evans & Co. purely because of the music they play? OK, I accept that Magic does incredibly well in London with its less-talk proposition but that in itself doesn’t mean it’s the only commercial game in town.
Look, it may well be a tall order these days but it’s not rocket science. In my view, commercial radio simply needs to get off its arse, reconnect with local audiences and for once, raise the bar a little instead of constantly trying to pull it down and sling it in the nearest skip.
And by all means, let’s have another pop at making DAB a serious player but please, not at the expense of local radio’s already flaccid integrity.
Pass me the shotgun.
Tags: Commercial Radio, DAB, Local Radio, Music, Programming, Radio