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Norwegian switchover strategy

Norwegian switchover strategy. Speech 10. April 2014 at Poznan Media Expo 2014 Conference By Rolf Brandrud, Radiodays Europe & NRK. My background. 1980ies – started in radio and stayed there 1990ies – internet pioneer in NRK 2000ies – lobbyist for digital switchover for TV

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Norwegian switchover strategy

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  1. Norwegian switchoverstrategy Speech 10. April 2014 at Poznan Media Expo 2014 Conference By Rolf Brandrud, Radiodays Europe & NRK

  2. My background • 1980ies – started in radio and stayedthere • 1990ies – internetpioneer in NRK • 2000ies – lobbyist for digital switchover for TV • 2010ies – organizer of Radiodays Europe

  3. Where is radio now? 1920 – Monopolies 1990 – Public/privatecompetition 2010 – Radio challenged by new media

  4. 6 - 7 yearsago

  5. Now

  6. What is the challenges? • Developingmultichannelstrategies • Reaching the young • Telling compellingstories • Interactingwith the audience – social media • Gettinginto the smartphone • Findingradio’snewplace in the car • Developing radio for screens

  7. What is the answers? • Not standing still with FM only • Certainly using the net and social media • Not choosing radio ORinternet,but Radio ANDinternet • Weneedbroadcast radio for efficient, massdistributionANDsupplementingnetinteractivity

  8. Digitalisation of radio in Europe Different stages from southeast to northwest • FM only • FM + net + webradio • DAB in test • DAB in market • DAB withdefinedswitchover date - Norway • Digital switchoverimplemented

  9. How? Courage!

  10. How? Collaboration!

  11. How? Coverage!

  12. How? Content!

  13. How? Cars!

  14. The Norwegian timeline • 1995 startup – graduallyprices of DAB receivers have come down • 2011 – decisionaboutswitchover date 2017 • 2013/14 launch of new, attractivechannels • 2015 – fullfilling the criteria • 1.1.2017 – Digital switchover date • 1.1.2019 – Alternative switchover date – extracost 200 mill, 2 mill a week, 300 k a day

  15. The conditions for FM shut down • Three absolute conditions • NRK: Coverage as for NRK P1 on FM • Commercial radio: 90 per cent • Added value to listeners

  16. Capacity and networks in Norway • FM • 1 channel per transmitteror network • DAB • DAB up to 10 channels per network (mux) • DAB+ up to 20 channels per network (mux) • Moving towards DAB+ • 5 FM networks • 3 NRK • 2 commercial • Various local radio network • Frequencies for 4 DAB networks: • Public service network (7 regions) • Commercial national network (”National 1”) • Commercial national network (”National 2” - not built yet) • Commercial regional network (37 regions)

  17. Now

  18. Now

  19. Digital added value + 20 channels in Oslo/Akershus 22 national channels (FM typically 3-6)

  20. The conditions for FM shut down • Three absolute conditions • NRK: Coverage as for NRK P1 on FM • Commercial radio: 90 per cent • Added value to listeners • 2017 or 2019 • At least 50 per cent of daily radio listeners must use digital platforms, exclusively or in combination with FM-radio • Digital platforms: web, DAB, digital tv, mobile etc

  21. Digital use 1,23 million Norwegians 34 36 31 36 40 13 16 18 23 19 10 10 11 10 9 14 15 15 14 13

  22. The conditions for FM shut down • Three absolute conditions • NRK: Coverage as for NRK P1 on FM • Commercial radio: 90 per cent • Added value to listeners • 2017 or 2019 • At least 50 per cent of daily radio listeners must use digital platforms, exclusively or in combination with FM-radio • Digital platforms: web, DAB, digital tv, mobile etc • Affordable and technically satisfactory solutions for in-car radio reception must be available • Half of the municipalities and all counties must have an offer of retrofitting adapters 2015

  23. Where?(previous listening session) Source: TNS Gallup, Digitalradioundersøkelsen Q4 2013 Base: n = 1068

  24. The challenge 2 - 2,5 million cars need an aftermarket solution

  25. Sales of DAB-radios • In total, 511.000 DAB-radios sold 2013 • Incl. car-radio • More than double of 2012 Source: Trade organisation for electronics importers and retailers

  26. Summary • We digitize to secure radio’s position in the media market • The success lies in collaboration and a strong political plan communicated to all stakeholders • Norway is on schedule for transition to digital radio in 2017 • Great coverage • New content, wide range of channels • 40 per cent of daily listeners use digital radio • Close to 60 per cent of all sold radios are digital • Focus on car industry • Highest priority now is DABaftermarket products for cars

  27. Arena for exchange ofradio experiences and strategies www.radiodayseurope.com rolf.brandrud@radiodayseurope.com

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