Radio Industry Quandary: Cell Phone Radio
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Judging from the amount of press radio trades give the topic of listening to radio on cell phones, the radio industry seems to ignore the potential of how popular this could become. Yet, if industry titans misjudge the oncoming train called cell phone radio, like they did that of satellite radio, they may find themselves being hit upside the head with another blunt reality. It's not a question of "if" listening to radio on a cell phone will become common, only "when."
RRadio Network's continuing survey of online radio listeners is showing what could be another thorn in the radio industry's side; the concept of paying to listen to radio on a cell phone is gaining ground. When this hits mainstream status, there's a very good chance that the stations offered (on cell phones) will originate more from online than terrestrial.
In March 2005, Audio Graphics released data from 2038 listeners answering the question "If Internet radio were available on your cellular telephone, for a reasonable fee, would you pay to listen?" At the time only 27.9% answered "yes."
Our current survey, although only partially completed, is indicating that the public is far more receptive to the concept of paying to listen to radio on a cell phone. Of those answering the same question this time around, 35.4% say "yes," they would pay to listen to radio on their cell phone if it were offered for a reasonable fee.
There are two things to consider now: 1) Motorola's iMode is in its early stage of development (DoCoMo is carrying out it's R&D in China). 2) The public is being trained to accept the act of paying for radio subscriptions, via satellite radio's huge publicity campaigns.
Youth and cell phones are inseparable. Is there anyone in the radio industry that doesn't see where this is a problem?
If you look at the amount of energy being spent promoting HD Radio, and that which is being used by radio to research a cell phone delivery system, the answer would have to be "mostly, everyone."
Publisher's Note: I thought Clear Channel was involved in something related to cell phone delivery. But, checking that company's press release page, I found nothing. If it is, please, let me know. (See below.)
From: Jennifer Gery
Vice President
Brainerd Communicators, Inc
Hi Ken,
I represent Clear Channel Radio. Regarding the Publisher's Note
in the article titled "Radio Industry Quandary: Cell Phone Radio,"
I'm sending for your background a release and two articles that
note Clear Channel's involvement in delivering radio content to
cell phones. (Articles in PDF here.)
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