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Digital platform calls for channel occupants, wide and varied possibly
"even more attractive for advertisers"

A whole new leap is coming for digital radio of the DAB variety (now DAB+) as a new national multiplex arrives in Germany later this year. Multiplex provider Antenne Deutschland has entered into an agreement with National German Radio GmbH to market the project. Antenne Deutschland received a national concession for a DAB+ multiplex in January from the Saxon State Media Authority (SLM).

Private-sector terrestrial radio broadcast licensing in Germany has always been strictly regional, each Federal State media authority having control over, well, everything. Public radio broadcasting is similar, regional public broadcaster supervisory boards calling the shots. National public broadcaster Deutschlandradio is a bit different, offering four channels with national coverage, mostly terrestrial analogue. (See more about media in Germany here)

The new DAB+ multiplex will offer 16 channels, Antenne Deutschland operating some of them. The rest will be awarded, criteria unclear, but not by auction. The SLM made diverse content a requirement. Under the concession that could be virtually anybody. “For example, a new station could be a purely US-style talk radio that has never been seen in the German market,” noted media portal meedia.de (March 2). Coverage should be about 80% of the German population. (See more about digital radio here)

German private-sector radio broadcasters have been reticent, to say the least, about DAB+ in any form, though many offer a variety of digital platform options to the traditional terrestrial FM platform. DAB receiver uptake, correspondingly, has been slower in Germany than some countries. Mobile penetration is far higher.

This is all about advertising. “More attractive programs and new formats that can be received nationwide will find more listeners and more listeners will also make the DAB+ offer even more attractive for advertisers,” said Antenne Deutschland co-managing directors Willi Schreiner and Arnold Stender, quoted by digital news portal infosat.de (February 27).

Podcasts not just for escape
news content rising

Podcasting has certainly arrived as a major content source for mobile media. Shear numbers are astounding, largely uncountable. Anybody who wants to produce a podcast can, easily and find some sort of distribution channel, Apple and Spotify being the favorites. Most all publishers and broadcasters of reasonable scale are using podcasts to reach new audiences. Advertisers are in there, too. So, unfortunately, are creeps.

News has not been driving people to podcasts, noted NiemanLabs (February 19). It’s music, comedy, more music, sports, true crime stories and anything that provides a bit of escape. “News content is more likely to leave someone angry, depressed, helpless, or a range of other less-than-perfect emotions.”

But, NiemanLabs Nic Newman reported earlier (December 3, 2019) increasing interest in news from podcasts. Many publishers have taken their cues from the New York Times podcast The Daily. Others follow the BBC Minute format. In the last two weeks, obvious to all, virtually all news outlets have ramped up coverage related to the coronavirus, outbreaks and impact, leading to specialized podcasts. (See more about podcasts and podcasting)

German public radio broadcaster NDR Info started offering its daily feature Coronavirus Update as a podcast. Typical for public broadcasters, it is heavy with experts answering medical and science questions. NDR (Norddeutscher Rundfunk) is the regional public broadcaster, based in Hamburg.

Other broadcasters and publishers have added coronavirus podcasts to their inventory. In January French international broadcaster RFI added French-language podcast on coronavirus. Irish public broadcaster RTE Radio 1 also offers a coronavirus-specific podcast. At least three Italian broadcasters - Radio 24, RAI Radio 3 and TV news program TG1 - are offering similar podcasts.

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