ftm Radio Page - June 18, 2010
Sound and rhythm activates the brain
Radio ads can’t be clicked away
When radio marketing and advertising professionals met in Vienna for the 11th Radio Research Day (June 9) it was a celebration of the “promotional miracle radio.” There were speakers, awards and dinner on a nice, hot early summer evening.
Keynote speaker Dr. Kai Fehse, Director of the Munich, Germany Institute for Cognition and Communication, treated the group to a bit of brain psychology. Turning accepted wisdom on its ear (literally), Dr. Fehse told the group “A word is worth more than a thousand pictures.” He explained that taste recognizing areas of the brain are activated by audio; hence, radio advertising is more memorable than, say, billboards. It’s the sound, he said, and the rhythm. “Acoustic support of slogans is of great importance to memory.”
Another speaker, advertising guy Matthias Schmidt, reminded the group that unlike on the Web radio ads can’t “clicked away.” Nice.
Ad awards, based on an effectiveness study, went to Danone, McDonalds and Spar Austria. (JMH)
Catholic broadcaster opens on DAB+ multiplex
Digital for diversity
DAB+ trial broadcasts have begun for Radio Maria, a broadcaster associated with the Catholic Diocese of Chur in the Swiss-German speaking part of eastern Switzerland. The channel began broadcasting June 12th on the DAB+ multiplex owned by SwissMediaCast. Cultural and religious programs will be offered.
Radio Maria Deutschschweiz receives financial support from Radio Maria World Family, which operates Radio Horeb in Germany. Some programming will come from Radio Horeb and Radio Gloria as well as the Austrian affiliate of Radio Maria World Family. There is no relationship with the controversial Radio Maryja in Poland.
The SwissMediaCast multiplex (channel 7D) offers a mix of simulcast stations and digital-only channels, including the experimental channel Open FM.
Digital radio, generally, has entered the difficult phase of moving beyond technophiles and on to diverse offerings not available on the FM band.
License havoc for Czech broadcasters
“difficult situation”
Czech broadcast regulator RRTV abruptly cut off local Pilsner station Radio Samson (June 7). It’s the most recent of several license disputes that have ended badly for broadcasters.
"It's a difficult situation due to the fact we have concluded a number of advertising contracts,” said station manager Petr Hubacz to the CTK news agency (June 8).
An internet-only broadcaster since 2007, Radio Samson received licenses for four local frequencies in Western Bohemia last October and began broadcasting in November, programming country, bluegrass and folk music. One of the losing applicants for the licenses appealed the license award on procedural grounds and an appeals court ruled the licenses must be returned to the RRTV. And, so, the regulator initiated administrative proceedings against Radio Samson and the license have been suspended pending review.
It’s “common,” noted Juraj Kois in radiotv.cz (June 9), for competing license applicants to appeal RRTV decisions. Stations have been declared “pirates” and faced heavy fines for operating while courts sort out legal issues.
Recently added radio audience figures and references
- Belgium - Major Media (16/06/2010)
Flemish region, radio broadcasters, public, private
- Belgium - Radio Audience (14/06/2010)
Flemish region, market share, trend
- UK - National Radio Audience (13/05/2010)
market share, trend, sectors
- UK - London Radio Audience (13/05/2010)
market share, trend
- UK - National Radio Audience (13/05/2010)
BBC/commercial 'gap'
- France - Paris Radio Audience (23/04/2010)
national and local channels, market share
- Spain - National Radio Audience (16/04/2010)
national channels, reach share, trend
- France - National Radio Audience (15/04/2010)
national channels, sectors, market share, reach/TSL
Also see ftm Knowledge
Europe's Radio - Western Europe – new
Opportunity meets tradition in Western Europe's radio broadcasting. Change has come fast and yet oh, so slowly. This ftm Knowledge file contains material and resources on public and private radio broadcasting in Austria, Belgium, France, Germany, Netherlands and Switzerland. 107 pages. PDF (June 2010)
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Europe’s Radio – Eastern Europe
Eastern Europe’s radio writes new rules. In fact, most everything about radio in this region is new... and changes often. The ftm Knowledge file reports on Belarus, Bulgaria, Czech Republic, Hungary, Moldova, Poland, Ukraine, Romania, Russia and Slovakia. 65 pages PDF (February 2010)
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Europe’s Radio – Northern Europe
Northern Europe’s radio has a very digital sound. And change is in the air. Economic challenges abound for both public and commercial broadcasters. The ftm Knowledge file reports on Denmark, Estonia, Finland, Iceland, Ireland, Latvia, Lithuania, Norway, Sweden and the UK. 72 pages PDF (December 2009)
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Digital Radio - Forward...slightly
Digital radio is slowly finding its way. Broadcasters are challenged by shifts in business models, audience expectations and regulation limbo. This ftm Knowledge file details the promise of digital broadcasting and the paradigm shifts. 83 pages PDF (June 2009)
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The Six Radio Brands is about the uniquely European development of radio brands. Competition among broadcasters - and certainly between the public and commercial sectors - gives radio in Europe a rich dynamic. As consumers become more media-literate and demand more attachment broadcasters find target markets illusive.
Regulators, advertisers and broadcasters take turns trying to influence radio brands. Culture and technology makes an impact. More and more, the greatest influence comes from consumers.
The Six Radio Brands describes advantages and pit-falls of brand strategies, with illustrations from current radio practice.
100 pages. 2004
Available at no charge to ftm Members, €49 for others. Email for more information
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