Monday, February 18, 2008
Never Mind The Quality Feel The Bandwidth
Do you remember the snappy slogan from pie in a tin people Fray Bentos? “No fat, lumps or gristle - guaranteed".
Digital Radio broadcasters should chew over that phrase or perhaps adopt it as a ‘Mission Statement’ before dishing up any new digital sizzlers and spectaculars. Marvellous as it is having untold channels and choice, what’s the point in lending an ear to something that’s all stodge and no substance.
I had a recent grumble about rubbish radio on Sunday mornings, but yesterday after rescanning the frequencies to weed out the dead DAB stations I came across a couple of broadcast crackers that prove the world really has gone inane.
A station that provides non stop traffic news! Given that most cars aren't fitted with DAB receivers, Traffic Radio broadcasts 24 Hour rolling road news that you can only hear at home. What genius came up with that one?
Yes – that’s it nothing but birdsong for 18 hours a day.
The delivery of DAB seems to have become clumsy and wrong footed. I was all for it initially (I've got 4 digital radios at home) but the pattern of promotion seems aimed at specialist stations all doomed to digital failure within a year. The majority seem to be made for the wrong demographic - the elderly (Oneword, BBC7, Ourkind, Primetime, Saga) never the first to take up any new technology, or hopeless stations that I wouldn't listen to on analogue or digital. Stations like...
'The Greatest Driving Albums In The World Ever' on 24 hour rotation
Jazz Fm was constantly in flux on FM, why should it work on DAB.
The key to success, like most musical formats is portability. Why not bolt DAB onto iPods and MP3 players or manufacture reasonably priced pocket size units this would instantly increase the potential audience.
Then we just need something worth listening to.