What’s wrong with local radio?
I read recently that Bauer Radio have applied to Ofcom to network their three existing Kiss FM licences, creating a national service (www.mediaweek.co.uk). It would mean local content on the Greater London, East Anglia and Severn Estuary stations would disappear and the service would become available on more DAB multiplexes across the country potentially giving access to 4 million people across the UK.
Digital Radio UK continues to insist that everything in the digital radio switchover arena is ticking along nicely, whilst oblivious to the fact that the majority of radio listeners simply could not care less about DAB. The headlines for all radio listening via platforms in Q3 2010 were:
· Analogue radio’s share of listening up from 67.0% to 67.6% quarter-on quarter
· Digital radio’s share of listening up from 24.6% to 24.8% quarter-on-quarter
· DAB radio’s share of listening down from 15.8% to 15.3% quarter-on-quarter.
It is clear to see that the quarter on quarter decrease of 0.5% percentage points perfectly illustrates radio listeners are not as engaged as we once thought in DAB. Consequently I fail to see the benefit of removing locally produced programming for nationally produced content. After all, this makes it harder for advertisers to have the “truthful dialogue” with an audience in a language they understand, spoken by local name they know and trust to have local interests at heart.
It will be interesting to see what Ofcom decide.