20 years ago, radio was listened to through just one device – the transistor. Today one can listen through analogue radios, DAB radios, the Internet and through DTV providers. Currently (Q3 2009), 21.1% of all radio listening is now via a digital platform, of which 13.3% is via DAB, 3.6% is via DTV and 2.2% is via the Internet.

One needs to plan the platform strategy to ensure that the audience is maximised where its potential audience in greater. For example, there is little point in a locally focused service broadcasting on anything more than analogue, local DAB and the internet as whilst there will be some audience in other areas of the UK, this potential audience is likely to be small and the additional cost of broadcasting on DTV is unlikely to be recouped. Conversely, a branded music service or a service for a community of interest would be better suited to broadcasting on national DAB and DTV as its potential listeners will be like minded, wherever they live.

Folder Media can help ensure that your platform strategy fits your requirements, and how to achieve that strategy in an efficient manner. For more information, please contact Gregory Watson at Folder Media.

Picture from Gene Hunt