Jacqueline Bierhorst, President, WorldDAB, and Project Director, Digital Radio, champions DAB+ as the future of radio, emphasizing its potential for increased revenue at lower costs and its resistance to IP failures. She argues for universal access to content via airwaves, highlighting DAB+’s digital platform benefits, including text, graphics, and data capabilities. With 98% car integration, she urges broadcasters to focus on implementation, citing successful transitions in Switzerland and Germany. Bierhorst counters the perception of DAB+ being expensive, emphasizing its ability to foster innovation and expand coverage, creating a larger market for all. She encourages broadcasters to leverage DAB+ to offer specialized content and enhance listener engagement.
CH Media Head of Radio, Nicola Bomio detailed Switzerland’s FM switch-off, highlighting the country’s early adoption of DAB. Supported by government funding and a massive marketing campaign, Switzerland saw a dramatic shift from FM to digital radio. While the switch-off proceeded smoothly, commercial stations opted for a gradual reduction of FM facilities rather than complete cessation. Initial ratings revealed a 10% increase for commercial stations and a 25% surge for foreign stations, with overall radio listening remaining stable. The key takeaways emphasize the importance of technological support and effective advertising campaigns in driving digital adoption. The challenge remains in converting dual FM/digital users and monitoring the public broadcaster’s audience recovery.
