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How will digital migration effect radio broadcasting in South Africa? FormatFormat 1 TechniqueTechnique 2 MarketingMarketing 3

Format Programming

Different Radio Wavelength Formats: Analogue radio exists in three different wavelength formats: FM, AM-LW, and shortwave. In digital, DRM (Digital Radio Mondiale) technology is generally seen as the suitable replacement for the last two categories(AM-LW and Shortwave.

Different Radio Broadcasting Formats: Music e.g. Highveld, East Coast, Jacaranda Talk e.g. 702, SAFM, 567Cape Talk Full Spectrum : Most Community Radio Stations and Public Stations News: Syndicated News e.g. SABC Stations and Independent News Community Radio Stations.

How does the move from Analogue to Digital affect the Wavelength Formats? Digital radio Mondiale can co-exist with analogue transmissions on long wave, and in theory produce FM sound quality. Digital radio is only really needed where analogue frequencies are full, and no more FM stations can be licensed – something that applies in cases like the topography of Cape Town When digital terrestrial broadcasts for radio do take root in African countries, it is likely that audio will actually travel via a patchwork of technologies, such as satellite for remote areas, and cellphones for outdoor listening, while indoors would be via internet or even digital TV.

How does the move from Analogue to Digital affect the Wavelength Formats? More Station on DRM : Radio Stations will be corned to choose a specific format to target their targeted audience. Jabu Mbatha From Braamfontein:

Comment... Jabu Mbatha Braamfontein Listener

How does the move from Analogue to Digital affect the Wavelength Formats? More Station on DRM : Radio Stations will be corned to choose a specific format to target their targeted audience. Jabu Mbatha From Braamfontein: Listenership can be expected to drop as there will now be a variety of choice. Advertisers will get value for their money as they will be able to target their consumer market according to the audiences

How does Digital migration enhance radio Broadcasting Formats. Digital radio standards do allow for enriched services (data streams accompanying the audio). These include Program Associated Data like scrolling text with programme details and “Slide Shows" that deliver images like a web cam photo of a DJ, an album cover, or a logo for an advertiser, etc.

Technique Style Presentation

In the Past… One way communication Restricted speech “Theatre of the mind”

Comment... Lucky Mdaweni Marketing Manager VOW FM

Keep the basics... Content is king Stay creative Automotive looses touch Keep your USP

Comment... Mike Smith Station Manager VOW FM

And now… Multi level interaction Perceived more personal Deeper levels of programming Visual and animation Repeat / Download Be the culture

Marketing

Out Of The Box Branding Strength Communication easy Messages send faster Reach more customers

Out Of The Box Branding Weakness Spread bad information Negative comments

Out Of The Box Branding Opportunity Connect with people Agencies are active

Out Of The Box Branding Threats Companies move slow Senior Marketers fear Harder decisions

Dvgh Interview Mike Smith & Mdaweni – VOW FM Lance Rothchild Speech 2010 Wits Radio Academy Course Material References:

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