[cr-india] More on digital

[v1clist at yahoo.co.uk]

This may not have been sent correctly earlier, so I am reposting. Apologies if in fact it reached your inbox already.

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Always interesting, in a masochistic way, to see how the 'industry' (whose industriousness is heartening) views changing technology.

I haven't studied the mechanics of DRM or any competitor in detail, but would be very surprised if the design precludes a mobile phone from receiving content using some kind of software defined radio. If that is so, it is merely a question of which movement gets accepted on the two dominant platforms, Android and iOS -- or both remain agnostic and allow users to choose.

Other reports indicate that hardware costs in mobile smallholders will drop below Rs 2.5k by the end of this year. Only community radio evangelists won't be overjoyed at the sight of the pot of gold under the rainbow, this is still 50 times more expensive than a vanilla FM receiver.

http://www.radioandmusic.com/content/editorial/news/india-does-not-need-drm-or-any-other-form-digital-transmission-radio-signals-prashant-panday

MUMBAI: While All India Radio is talking about DRM and digital receivers, private radio players are talking about inventory, growth, audience measurement and most importantly Phase III, all of which were highlighted areas of concern in the 2014 KPMG-FICCI report. The report gave a positive side of the radio industry by predicating that the FM radio industry is expected to outspace the growth of overall advertising industry and it would grow at CAGR of 16 per cent till 2018, which will double the industry revenues. But at the same time the concern of diminishing inventory and need for alternative way to grow drive the industry, dominates the space.

ENIL CEO and executive director Prashant Panday who understands the space with years of experience, spoke to radioandmusic.com’s Jescilia Karayamparambil on what the radio industry need and what it does not.

Excerpts:

DRM Consortium is making its presence felt in different forums; do you think the DRM team has been able to create an impact amongst private players?

Firstly, I do not think India needs DRM or any other form of digital transmission of radio signals. India will leapfrog from FM broadcasting to online/mobile broadcasting. DRM needs special receivers and Indians will not be willing to spend money on buying special DRM receivers. On the other hand, most mobile handsets come with FM tuners as well as with internet connectivity. Hence FM and online will be preferred ways of receiving radio.

Is the concept of digitisation of any concern among the players? Will you even consider it in the near future?

Not a concern. No, we will not consider it.

Do you think the digital technology and data measurement process is linked in any way?

Not in radio. In TV, it is distribution that is measured. In DRM, it is not possible to measure actual distribution or listenership of radio.

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Vickram
communicall.wordpress.com

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