Leading German broadcaster creates links

Michael Hedges May 1, 2008

The rise of the internet and new media has sent broadcasters on a search for taking these new tools and creating new listener interest. Leading German broadcaster Radio Hamburg has developed Web programming for specialized music.

“Together with four other German radio stations we offer eight additional programs on the internet,” explained Radio Hamburg spokesperson Martina Müller. Listeners “choose between rock music, ‘80’s, lounge music, Top 40, hip hop, movie mania and Jack FM.”

Net Project (http://www.radiohamburg-netproject.de/) was launched in mid-2007. “It’s just the beginning,” says Müller. The site is designed for users to choose it as their home page and select their favorite live stream.

“Our goal is to open both new listener markets and new advertising markets with Net Project,” she said. This means linking listeners – and advertisers – in a new medium. The next development of Net Project for Radio Hamburg is ‘Gewinnspiele’ – communities. Radio stations have a unique capacity for attracting people with specific music interests. Add to that the attraction to social networks and broadcasters are finding new opportunities. Net Project will soon add response elements like guestbooks.

Radio Hamburg managers, program managers and on-line department participate in developing new media strategies, very much a collaborative venture. In addition, said Müller, suggestions come from the sales-house, Radio Marketing Service, the German broadcasters association, Verband privater Rundfunk und Telemedien (VPRT), and the newly formed radio support group RadioZentrale.

“Radio Hamburg has been a value-added medium for a long time,” said Müller. “Pictures and sounds grow together, which can be seen on our website (www.radiohamburg.de). We offer photos and videos for almost all messages, concerts, studio guests and activities as they are broadcast. Around the clock there are Web-cams and a rain radar with more weather forecast information. We also offer podcasts of all programs, the morning show and the comedies, an on-line ticket center and radio on mobile phone. Our motto is: We Are Family.”

Strategically, Radio Hamburg is first an FM broadcaster. New media services are important and value-added but nothing is more important than the quality of the broadcast.

“We believe we will always have radio in the traditional form, “Müller said. “Possibly transmission platforms will change, from FM to DVB-H for example, but no medium is faster and more direct than radio. Podcasts and such are perfect additions and will certainly contribute to the stations’ success story.”

Entering new media projects, cautions Müller, broadcasters “must be prepared.”

“Always look at technical and organizational feasibility first. New services frequently fail because the builders underestimate all the costs. And too, don’t underestimate the time required.”

Previously published in Radio World International, April 2008, in a slightly different form

We're Going Mobile - but where are we going? - ftm Knowledge file

Mobile TV, mobile radio, mobile internet in Europe, Asia and the US. What's real and what's not. While mobile media investment soars where are the consumers? 81 pages PDF (November 2007)
Free to ftm Members, others from €39
Order