"Radio broadcasting should be transformed into digital multimedia broadcasting by all necessary means." Michael Hepp, CEO of the American Digital Audio Trade Organization, said during the celebration of World Broadcasting Day.
For most of the 20th century, broadcasting has always been a leader in the media. People use broadcasting as the main medium to obtain news and information and enjoy entertainment time. However, as the Internet technology of the 20th century collided with the digital technology of the 21st century, radio waves have undergone significant changes, and the "old" medium of broadcasting has also reached an important crossroads since its birth.
1. Multimedia broadcasting is a trend
"Since 1990, at least 250 local AM radio stations in the United States have disappeared, while the number of FM radio stations has almost doubled. With the development of digital technology in recent years, the number of people listening to AM/FM radio has also been declining. ." Michael Hepp said.
In fact, in today’s Internet age, young listeners aged 12-24 have largely escaped from terrestrial broadcasting. From 2005 to 2016, the number of teenagers listening to AM/FM radio has dropped by nearly 50%. For them, The "sight" in audiovisual is the first, followed by the "listening". For people aged 25-54 and over 54 who appear in cars every day, the monopoly of the radio in the field of car dashboards is also being threatened. "As the car seeks to become more and more'smart', manufacturers have begun to combine Apple Apple CarPlay and Google Android Auto, and even personal mobile devices with cars, and Apple CarPlay has no FM tuner at all, which means As digital multimedia broadcasting will gradually become the standard configuration of future automobiles, AM/FM broadcasting will lose the huge market on the highway." Ford Motor Company former technical expert John Ellis said, "With the further development of mobile network technology , The full application of 5G will allow people to obtain higher-quality audio information, and at the same time, there will be a wider range of reception on the road. Therefore, for the broadcasting industry, resisting the digital age means being overwhelmed by the digital wave and conforming to the Riding the digital wave is the future."
2. Understand the new needs of the audience
In fact, the decline in audiences also means that advertising revenue is declining at an alarming rate. Wells Fargo analyst Davis Herbert said that the share of radio in advertising spending has been reduced to 7% in 2018 and is expected to fall to 5% by 2020.
"What needs to be clear is that you are no longer just competing with other radio stations, you are competing with each audience. Therefore, expanding your strategic vision to study greater competitive challenges is to survive and develop in an accelerating media and technological environment. The key." Financial analyst Fred Jacobs said. And Michael Hepp believes that “radio stations can reverse their perceptions and give listeners more choices in the accelerating media and technological environment, such as more free program types and more on-demand programs. Program content, and potential one-to-one connections, rather than simply broadcasting to the masses.” At the same time, Davis Herbert said that the current business model of radio stations is unsustainable because of its mobile applications. Still a laggard. In his view, broadcasting needs to be extended to new platforms, such as smart speakers.
3. Provide fine content
There is a saying circulating on CNN, “All stores should know that no one is really missing anything now. Therefore, service becomes the key to attracting customers.” In fact, for radio programs, The term "service" is very applicable. In the current fierce media competition, in the current information explosion, broad and broad information is no longer a magic weapon that can be directly converted into attracting audiences and in exchange for profits. If radio stations want to make features and win attention, services in the commercial market are only Become a necessity of survival. So, how to improve the service so that broadcasting can survive? In addition to continuously adapting to technological developments, allowing wider coverage of broadcast signals and allowing audiences to receive high-quality content, "fine and valuable content is the key." Fred Jacobs said.
It can be seen that in today’s media environment, technological progress has not only broken the barrier between the media and the media, eliminated the boundary between the communicator and the audience, but also changed the role of the audience from passive acceptance of information to active choice. Everyone can customize the content of their needs through the mobile terminal. At this time, the broadcast content that does not require too complicated equipment and post-production appears to be "inferior to humans." "Therefore, bid farewell to the broad content of the past, and let the audience feel fine and hear the value, so that they can get a living space in the new media products that integrate text, pictures, audio and video." Michael Hepp said.
"Only by satisfying the needs of the audience and serving users to the maximum, can broadcasting truly embrace the digital future while ushering in its own bright road." Davis Herbert said.
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