3.0.1 Tendências do segundo choque

«As pessoas querem ouvir exactamente o que querem, e quando querem»

«(...) I understand that there is a growing need for personalization in today's society. People want to hear what they want, exactly when they want it. FM radio cannot fulfill that desire. (...) This is something that needs to be considered when looking at the future of radio, and it is something that I still cannot answer, nor can anybody else. I like to compare radio's future to the internet about 15 years ago. Nobody knew where it was going, but they knew it was going to be something big.»

O futuro da rádio passa pela acumulação ou pelos conteudos primários?

«The GRN is plumping for T-DMB, rather than DAB+, because its members believe that multimedia services will play an important part in the future of radio. Unless radio becomes interactive and adds pictures, they say, it will die a slow, but inevitable death. "Digital radio cannot only be digital sound - it needs to have the right functionalities to compete with other digital offerings," says Anichini. These include a screen, rich data, synchronization between data and sound and high audio quality. I am one of those who believe that radio’s unique advantage is that you can listen to it whilst doing other things. The challenge facing mobile TV, in contrast, is to convince consumers that it is not a “sit-back” medium. Nevertheless, the GRN perceives mobile TV as a real threat to the future of radio. For this reason, they argue that radio needs to be in DMB-equipped mobile phones. (...) This leads us to the other question mark against the French strategy: is multimedia really the future of radio? Despite massive investment, commercial broadcasters in the UK have so far failed to launch any truly successful services. Multimedia is undoubtedly a sexy addition to radio, but can it really compete with the sophisticated services already available on the Internet?»

Mike Mullane on 04 December 2007 Re-thinking radio's digital future, Multimedia meets radio

Franceses não querem mais escolha?

«British consumers have bought six million DAB radios because they want to listen to services which are not available on either AM or FM. It is a familiar argument and one that has become the mantra of countless analysts, consultants, broadcasters, regulators and journalists. I have spread the same message through conference speeches, articles, e-mails and blog posts. But now we are all being asked to think again, as France questions whether listeners really do want more choice.  Although DMB audio is less efficient than DAB+, this is only a problem if your objective is to extend choice. But the GRN believes that French listeners are already well served. "Significantly increased programme offering is not a strong consumer demand," says Radio France's Sylvain Anichini. "In France, there is already a very diverse offering in most places."» fonte: «Re-thinking radio's digital future», Mike Mullane, 4/12/07

Comprar um rádio? Não; comprar algo que também tem rádio!

«In other words, as I like to say, people generally don't buy radios, they buy things that contain radios. You buy the mp3 devices and the radio comes along for free.

Needless to say, this reality has massive implications for the way you disseminate new radio technology into the marketplace.

When it comes to gadget "curb appeal," the sexy radios will be the items that aren't purchased because they're radios - and Internet radios (and, by the way, the sexiest Internet radios will not be bricks that sit on a desktop).»

 

Isto sim, é pensar digitalmente através da rádio (notável!)

«(...) I heard a good example of this at a recent conference in Copenhagen. BBC Radio Five Live’s Brett Spencer told delegates how a rather large insect had gate crashed a commentary position during a test match in Australia. One of the commentators told listeners he had taken a picture of the creepy-crawly with his mobile phone and was uploading it onto a BBC blog. He invited budding entomologists to visit the blog and advise the commentary team whether or not they needed to worry about the six-legged intruder. Many people took up the invitation and posted comments on the blog while continuing to follow the cricket (the game, not the insect) on the radio. The match commentary was interspersed with remarks about the alarming entomological advice that was arriving on the weblog. That level of “sit up interactivity” would be more difficult to achieve on a TV show. I’m not saying it’s impossible, but it’s not really what the telly is about. (...)Blogs bring audiences closer to presenters, journalists and other programme-makers, which not only builds brand loyalty, but also makes public service broadcasters more accountable.»

fonte: «Blogging about the cricket», Multimedia meets radio, 22/11/07

A música é um conteúdo determinante nas redes sociais

«As social networking destinations continue to explode, the rules are being rewritten on music promotion and discovery.  But questions continue to linger on the best ways - if any - to monetize the action. Most younger users are dialed into at least one social network, and music is usually threaded throughout the experience.  In fact, 39 percent of all social networkers embed music into their profiles, according to a recent UK-based survey by Entertainment Media Research.  Users of MySpace and Bebo have much higher rates, at 63 and 65 percent, respectively. Incidentally, Facebook lagged behind in its association with music, though the company is quickly beefing its music component.  Overall, surveyed users indicated that social networks are a primary source for music discovery, an unsurprising discovery.  But users also indicated a receptivity towards network-based purchasing, at least in the survey.  In total, 46 percent of respondents wished for an easier way to purchase music discovered on a network. That sounds encouraging, though an early-stage experiment involving MySpace and Snocap has been rocky.  Meanwhile, executives frequently question survey results related to music purchasing, especially from younger users.»

fonte: «Social Networking Surge Continues, Monetization Questions Remain», Digital Music News, 18/11/07

 

A agressividade do meio rádio pode passar por isto...

«When you visit http://www.jackfm.co.uk/ (...) a pretty standard radio station homepage pops up... but then within about 2 seconds, something rather exciting happens. The live stream launches... automatically...!! I remember when I first came across this I thought... "That's a bit different". And the more I thought about it.... the more it made sense. Bloody good sense.
Every time I see research on the reasons why people go to a radio stations website... usually top of the list is the reason "I want to listen live / stream the radio station". The numbers vary from 50% anywhere up to 80%! So why not make it easy for them? Save people the hassle! What's the worst that could happen? They actually get to sample the station and stay listening to it for a while? That's kinda the idea with radio isn't it?!»
Nik Goodman, The Auto Stream,
http://nikgoodman.blogspot.com/2007/11/auto-stream.html

[é uma ideia que vale a pena experimentar; a tendência não pode passar por todo o controlo na escolha aos ouvintes; ou melhor eles também têm o controlo - a hipotese de recusar ouvir a emissão, desde que só exista uma, claro, ou uma preferencial, aquela em que a estação quer apostar; portanto, o ouvinte que «diga» que não quer)

As mensagens SMS podem ser fonte de receita?

Mark Ramsey diz que sim:

«The purpose of this interview is not to pitch HipCricket but to explain to you why Text Messaging as a category of revenue matters for your station and your group. And, as a category, I absolutely think it does.

Radio is no longer about selling ads. It's about leveraging our audience relationships so as to connect listeners with clients profitably. No matter how that's done.

You owe it to yourself to investigate text messaging»

Sobre o conceito de interactividade

«Rafaeli (1988) discorreu sobre o conceito de interactividade e a sua relação com a interacção e comunicação humana, no quadro do interaccionismo simbólico. Analisou as dimensões subjacentes ao conceito, como, entre outras, a bidireccionalidade, rápida resposta, largura de banda, controlo, actividade do utilizador em relação ao meio, ou o retorno (Rafaeli, 1988: 115), explicando que a interactividade não se poderá reduzir a cada uma das suas dimensões. O autor concebeu uma definição de interactividade a três níveis, que compreendem a comunicação em dois sentidos, a comunicação reactiva e a comunicação interactiva. O fluxo bilateral de mensagens corresponde à comunicação em dois sentidos, a reacção respeita a um processo em que as mensagens têm relação entre si e, finalmente, a interactividade incorpora o conteúdo, natureza, forma da referência anterior (1988: 119). Para Rafaeli (1988), a interactividade corresponde à sequência entre a relação de resposta e o contexto em que a mesma se processa, de transacções que reflectem estádios anteriores do processo de troca de mensagens. Como expôs o autor, a interactividade não pode confundir-se com o processo de comunicação que a mediação do computador veio introduzir, baseada na bidireccionalidade das trocas, na rapidez e no aumento do fluxo de dados que a banda larga permite. Posteriormente, Rafaeli e Sudweeks (1997) explicaram que a interactividade é um processo de construção da comunicação, no qual as mensagens se relacionam numa sequência, afastando-se de uma concepção meramente tecnológica de interactividade.» (106/107) (citações a partir da tese de Paula Cordeiro)

Um novo modelo de negócio para o futuro da rádio

Se se fala de um novo modelo de negócio para a nova rádio estaremos a pensar numa alternativa à receita publicitária (que pode, também ela, vir a sofrer alterações significativas face ao paradigma actual de spots avulsos ou patrocinios).

Actualmente as rádios hertzianas dependem unica e exclusivamente da publicidade (devendo excluir os modelos de serviço público), mas pode pensar-se  em modelos de subscrição pontual ou periódicos por serviços «praemium», por exemplo, conjugados ou não com publicidade.

Assim, em vez de viver unica e exclusivamente da publicidade, a rádio do futuro poderia encontrar uma nova forma de receita: pagar para ouvir (algo que, só por si estabelece um novo paradigma face ao que se conhece da rádio hertziana, novo paradigma esse já estreado pelo serviço satélite dos EUA)

A internet pode tambem potenciar novas formas de receitas de conteudos hertzianos, como sejam arquivos ou mesmo podcasts, se estes mostrarem essa capacidade de atracção (entraremos então no modelo do pay per listen, equivalente à ideia de radio/audio on demand)

As consequências do multitasking

«Media buyers and planners have known for years that consumers often use the internet simultaneously with other media, especially young people who have grown up with the web. But these days an overwhelming majority of adults are doing it, even older ones, which makes integrating on- and offline ad campaigns increasingly important. According to a new study from Burst Media, the online ad network and technology company, 82.4 percent of respondents admit that while online they are typically consuming some other form of media, taking part in another activity, or using some other electronic device in additional to their computer. That includes 75 percent of respondents 55 and over. The most frequent offline activity respondents engaged in was TV watching, at 58.3 percent, followed by job-related activities, reading a book, reading a magazine or newspaper, or talking on a cell phone. One result, the survey revealed, and one with major implications for media buyers, is a dramatic decline in television viewing. Some 42 percent reported watching less TV today than they did a year ago. David Cooperstein, chief marketing officer at Burst Media, talks to Media Life about why women multitask more, how advertisers can engage these multitaskers, and why the web is affecting TV viewing.

What does the increase in media multi-tasking mean for marketers?
 
It means that marketers need to think about the multiple places their ads appear and synchronizing those ads to maximize the brand impression they are trying to create. That does not mean showing the same ad in both places, but optimizing the message for the individual medium and for the potential crossover with creative, activities, and calls to action that are most relevant in each area.    

(...) Many respondents, especially those 18-24, indicate they watched less TV now than they did a year ago. What's contributing to that decline, and do you see it reversing?
 
The decline can be due to the quality of entertainment, the growing use of mobile, and greater broadband penetration. But I don’t think it is merely one of those trends that dominates.»

fonte: «Reaching the new media supertaskers», Media Life Magazine, By Diego Vasquez Nov 8, 2007
 

«É a experiência do utilizador" que determina o sucesso»

«Fazer com que os ouvintes "se envolvam" e interactividade são as questões que a responsável considera fundamentais neste novo cenário, onde mais do que a tecnologia, diz, "é a experiência do utilizador" que determina o sucesso dos projectos»  

fonte: NAB: Colocar a rádio onde está a carteira, Meios e Publicidade, 6 de Novembro de 2007, por Ana Marcela

Recomendações: video, telemóveis... e jogo!

Tópicos da intervenção que o Vice President of Digital Content, da Pollack Media Group’s Senior, Pat Welsh, fará no NAB Europe Conference em Barcelona, dia 5/11/07 (com este tópico: How radio should use new technologies and platforms to create new content, new communities and extend the brand):

«Video: Putting the visual element into radio means more than posting photos of the air personalities and some promotions on your website or adding a studio web cam. Radio stations need to take advantage of dynamic content in an on-demand and “always on” world. New technologies give radio an amazing opportunity to do just that.
Communities and Social Networking: Wherever people gather you have a community, and what we are seeing is the online evolution of this very basic human fact. While large-scale communities like MySpace and Bebo are getting all the press, the reality is that people also define their relationships in much more intimate terms. This is where radio plays an important role.
For radio today, the principal of creating an online home for a community should be a major priority. This can be as specific as creating a community around fans of a popular radio host or as broad as creating your city’s home on the Internet, with the ultimate goal of making the website even bigger than your station itself.
Mobile: In many ways the future of the Internet is the future of mobile, and you can generalize from this to the future of broadcasting, as well. Streaming, interacting, and selling to consumers on their cell phones should be on every radio station group’s radar.
One of the biggest current hurdles for radio has been streaming via a cell phone. Luckily, as so often happens, technology has come to the rescue and there are newer, cheaper, and simpler ways of implementing mobile streaming. This is important because radio needs to recapture its primary role as the most portable and intimate medium; it can only so this by crossing over into mobile. (...)

Interactivity: Interactivity is no longer about simply answering the request lines. In fact, it’s no longer about receiving and sending SMS messages or emails, either. Interactivity today is about communication—between the station and its listeners but also between the listeners and each other. Pat will discuss how to make chat and instant messaging part of your interactive initiatives.
Gaming: The fastest growing entertainment medium of the past ten years has been electronic gaming, and part of being a multimedia brand is recognizing and embracing these trends. There are many ways that radio can become involved in gaming beyond just placing a couple of games on the station home page. This session will show you how you can establish contests and gaming leagues to extend your brand.
Radio has a big advantage with its large reach, so it already has the power to draw large numbers of people to its own websites. Electronic measurement in the US is showing that the reach of a top 5 radio station is comparable to a successful prime time television show or a major daily newspaper. We can and should be leveraging this kind of reach to build a multi-media brand that goes beyond just being a radio station.»

fonte: Pollack Media Group at NAB Europe

Mais direcções que a rádio do futuro vai tomar

Mark Ramsey:

«Here are some amazing facts that tell you everything you need to know about radio's future directions (from eMarketer): Today, three-quarters of Americans use the Internet. Two-thirds of all US homes have a broadband connection, making the country the world’s largest broadband market.

Did you know e-commerce accounts for $1 of every $10 spent across all retail channels in the US? Did you know two-thirds of American Internet users shop online? Did you know online advertising is a $21 billion business in the States?»

fonte: «Internet facts you may not know...», Hear2.0, 1/11/07

A ideia de interactividade na rádio

«El usuario de Internet busca, frente al oyente de radio que sólo recibe»

 fonte: RODERO ANTÓN, Ema, La radio en Internet», Tercero Congreso de Periodismo Digital, 2002, pag 4

A multiplicação de canais para exigências pessoais

«Internet impone unos nuevos hábitos de consumo que ahora comienzan a diferenciarse de los que conocemos para la radio. En primer lugar, se detecta una multiplicación de canales que tratan de responder a la demanda de una mayor audiencia con variedad de intereses frente a la definición más acentuada de los oyentes de radio. Y así la audiencia radiofónica se limita a un determinado territorio y, por tanto, es siempre más reducida frente la audiencia de la red que tiene vocación universal con la única barrera del idioma; es decir, mientras las emisiones radiofónicas satisfacen necesidades comunes, Internet es capaz de resolver inquietudes personales, gracias a sus mayores prestaciones, en especial, al acceso a una gran cantidad de información más diversa que la de la radio.»

fonte: RODERO ANTÓN, La radio en Internet», Tercero Congreso de Periodismo Digital, 2002, pag 2

Como os arquivos on line mudam a rádio

«Ofertas almacenadas o empaquetadas de la programación con accesos aleatorios por el usuario. Se rompe de este modo la fugacidad del medio y de la audición en tiempo presente y sincrónico al de la emisión. Cada oyente puede elegir dentro de amplios índices de programas y de programaciones; se pasa de la programación difundida a la autoprogramación (...) Se abre la vía, como ha ocurrido con algunas experiencias en los periódicos, a la radio personalizada, es decir, a la incorporación del correspondiente software para que del conjunto de las ofertas de las emisoras el seguidor elija sólo aquello que le interese: fútbol, economía, cultura.
El empaquetado de programas aporta mayor capacidad selectiva a la audiencia y transforma la radio: de un medio fugaz se pasa a un medio de oferta permanente con capacidad para la repetición y, en consecuencia, aproximación a los medios de consumo controlado y dirigido por cada oyente.
De este modo, la radio segmenta tanto la audiencia que se llega hasta la radio de uso personalizado como ocurre con el libro; todo radica en el número de oyentes que coincidan en interés por el mismo programa o fragmento para que sea rentable la oferta y la inversión publicitaria en tales productos.
Cada oyente tiene capacidad para elegir el momento y el lugar de audición y para captar el contenido que desee, con independencia de la organización programática que haya propuesto la emisora. El oyente elige el fragmento, se
autoprograma la información. Se pasa de la información y de los contenidos difundidos a los contenidos almacenados en espera de que los oyentes elijan.»
fonte: Cebrian Herreros, Radio en Internet

O futuro da rádio depende da programação (conteúdo) e tecnologia

«The future of radio depends on programming and content first and foremost. (...)While content is the first principle, the future of radio depends on technology. In public radio, we know that our audience is demanding changes in how and when we provide programming to them. The old broadcast model of “if you build it, they will come”, no longer holds true. As we often say, our listeners want programming on their terms, whenever and wherever it is most useful to them and to be delivered on a multitude of reception devices. To them, it is all the public radio experience. (...) The future of radio is dependent on equal parts of programming and technology so that audiences are engaged with content that enriches, educates and informs at the times and places most convenient and useful to them.»

fonte: STATEMENT OF DANA DAVIS REHM SENIOR VICE PRESIDENT – STRATEGY & PARTNERSHIPS NATIONAL PUBLIC RADIO SENATE COMMERCE COMMITTEE October 24, 2007
http://commerce.senate.gov/public/_files/NPRSenateCommerceStatement.pdf

Ouvintes (consumidores?) do Pandora compram mais música

«Another unique feature of Internet radio is click-to-buy purchasing opportunities, and immediate access to artist information, including the artist’s promotional website and tour schedule. Pandora is a powerful platform for recording companies and artists during this tumultuous period for recorded music. An August 2007 Nielsen/NetRatings research study concluded that Pandora listeners are three to five times more likely to have purchased music in the last 90 days than the average American. Similarly, Pandora is one of the top referral sites for music purchasing from both Amazon.com and the iTunes Music Store. Other studies have documented that Internet radio listeners are generally more engaged with music, they talk about it more and attend more performances, and they inevitably promote artists and music through word-of-mouth marketing»

fonte: «Testimony of Tim Westergren» U. S. Senate Committee on Commerce, Science and Transportation Hearing on 'The Future of Radio', 24/10/07
http://commerce.senate.gov/public/_files/TimWestergrenFINALFINAL1022505pm.pdf

A rádio do futuro beneficiará também das possibilidades abertas pela Internet

«Internet radio is uniquely different from broadcast, satellite and even low-power FM radio, because on the web there are virtually no spectrum limitations and therefore no capacity or scarcity issues. As a result, Internet radio offers almost unlimited “stations” which results in unlimited content diversity»

fonte: «Testimony of Tim Westergren» U. S. Senate Committee on Commerce, Science and Transportation Hearing on 'The Future of Radio', 24/10/07
http://commerce.senate.gov/public/_files/TimWestergrenFINALFINAL1022505pm.pdf