• by September 21, 2000

By Anya Khait

Today, Interep presented research findings on the probable impact of new audio technology on the radio industry at a pre-NAB seminar entitled "Radio 20:20/ A Sound Vision of Radio's Future." The researchers' findings stated that while some aspects of broadcast radio may change completely, other aspects will merely be reformed, and many others will remain untouched.

Moreover, all three concurred that there will be the consumer need and desire for broadcast radio within the total media mix for many years to come. Some of the specific points cited include: About 37% of terrestrial broadcasters now offer streaming audio - a percentage that exceeds the 25% mark that many researchers consider the tipping point for mass adoption. Changes in entertainment delivery modes are not only technological, but also technocultural, meaning that consumers must have the need, or desire to adapt a given technology, and not all consumers have the same needs. Postmodern consumers are those who desire more control over and interaction with their media experiences. Modern consumers prefer a more passive, or "lean back" approach to media, such as traditional broadcast radio. Most consumers will continue to display both postmodern and modern consumption patterns for different aspects of their audio entertainment. Push delivery, such as broadcast radio, and Pull delivery, such as purchasing audio recordings, will begin to converge as technology advances, opening a new array of business opportunities for broadcasters. Throughout history, the introduction of a new medium rarely replaces a preceding one because it cannot reproduce the exact experience or benefit. While the findings suggest that the mainstream adoption of streaming audio will likely occur, it is excepted to occur alongside of - rather than instead of - the more established forms of media, including radio. This opens the door to additional opportunities for broadcasters, or as stated by one speaker, "Just as turn-of-the-century locomotive companies began to redefine themselves as members of the transportation business, the advent of the Internet allows radio broadcasters to redefine themselves as content deliverers - regardless of the delivery mode." According to Ralph Guild, Chairman and CEO of Interep, "We are delighted that these white papers support our long-held belief that radio will continue to grow and prosper well in the next decades. Of course, we also want to work with the industry to take advantage of new opportunities on the horizon in the field of audio technology, as radio continues its long history of evolution and adaptation."

- MediaPost Staff Writer Anya Khait may be reached at anya@mediapost.com