Digital Media Convergence News - Raymond Snoddy
Story courtesy of http://www.brandrepublic.com/bulletins/br/article/537579/raymond-snoddy-media-channel-4-radio-will-hit-auntie-hard/
Raymond Snoddy on media: Channel 4 radio will hit Auntie hard
25 Jan 2006
Channel 4 radio is clearly an idea we are all going to have to get used to.
But is the extraordinary announcement by Channel 4 chief executive Andy Duncan of its plans to launch several digital radio stations another example of the expansionism of an organisation now being called 'TV's Big Bully'? Or are we at last seeing the outlines of proper commercial opposition to the BBC for the first time?
It is just a little odd getting your mind around the fact that Channel 4 is getting into radio. But that's undoubtedly old-fashioned thinking.
Nowadays it's a case of 'show me a passing platform and I'll jump on it', whatever the origins of a broadcaster's remit.
The channel's decision to apply for the second national commercial digital radio multiplex being offered by Ofcom is enough to give GCap Media boss Ralph Bernard a seizure. First he thought when he bid for Digital One, the first digital multiplex, he was acquiring exclusive territory. But never in his wildest dreams did the GCap chairman imagine he might face such a focused and well-financed rival as Channel 4. Andy Duncan doesn't just know about marketing; as a former BBC executive he will also understand the impressive power of TV/radio cross-promotion.
Feathers will undoubtedly be ruffled, but the balance of advantage to both the public and the market is clear. If Channel 4 succeeds in putting together a winning consortium, able to broadcast up to eight channels of branded digital radio, it will amount to the first real competition for BBC Radio.
GCap Media and others dream about taking on the BBC with a commercially-funded speech service. Channel 4 could actually do it. Until now the commercial radio sector has sailed in the wake of the BBC, which now has a 56% share of listening.
Duncan's BBC training shines through when it comes to opportunism. And it is difficult to fault his logic when he declares that 'the combination of the traditional role of radio in public service broadcasting, the complementary nature of radio and television and the importance of DAB to future media convergence and our audiences create an opportunity to make a real impact'.
It could also deliver a non-traditional audience to commercial radio.
ITV might even pay attention to how Channel 4 appears to be developing a coherent new media strategy.
The channel's radio strategy dominated reporting of Duncan's speech at the Oxford Media Convention, but the rest of it was quite jolly too. It is difficult too think of a time when Channel 4 has performed better overall.
Critical acclaim is coming at the same time as ratings success, and advertisers are even complaining that it's now Channel 4 that is acting the tough guy.
Its promotional spend has shot up to £50m, with programme budgets topping £500m for the first time. Revenue this year could near £1bn.
Naturally this is evidence of a deep long-term malaise, according to Duncan, as the internet becomes the next dominant medium and overtakes traditional television. So Channel 4 needs more help. This is emphatically not a case of the channel running around with the begging bowl; Channel 4 is absolutely not 'demanding' a public handout in exchange for the digital vision.
Instead, it is asking nicely for the allocation of 'additional gifted' digital terrestrial capacity and help with 'distribution rollout and capital costs as we approach switchover'. The channel also thinks that the government is immensely wise in keeping open the option 'of some element' of public funding for the future.
Andy Duncan clearly used his time at the BBC well. But let's hear a bit more about Channel 4 radio and a bit less about the begging bowl that isn't a begging bowl.
30 SECONDS ON ... CHANNEL 4 DIVERSIFICATION
- Former Capital Radio strategy and development director Nathalie Schwarz will spearhead Channel 4's bid for the national digital radio licence.
- Channel 4 already owns a 51% share of digital radio spoken-word station Oneword, which broadcasts on the Digital One multiplex via the Freeview, Sky and cable TV platforms.
- Channel 4's first podcast, produced by ITN and hosted by Jon Snow, was made available online last Friday. The first in a series looking at issues affecting young people, it will also be broadcast on Oneword.
- A broadband comedy channel, 4Laughs, is planned to launch this spring. It will provide a platform for individuals to showcase sketches that will be rated by other site users.
- Brooklands Publishing publishes licensed tie-in magazines for Channel 4 shows, including A Place in the Sun and You Are What You Eat.
-----
Lots more articles and reviews like this are at http://www.ipods-and-onlinevideo-reviews.com.
Chip Tarver
Raymond Snoddy on media: Channel 4 radio will hit Auntie hard
25 Jan 2006
Channel 4 radio is clearly an idea we are all going to have to get used to.
But is the extraordinary announcement by Channel 4 chief executive Andy Duncan of its plans to launch several digital radio stations another example of the expansionism of an organisation now being called 'TV's Big Bully'? Or are we at last seeing the outlines of proper commercial opposition to the BBC for the first time?
It is just a little odd getting your mind around the fact that Channel 4 is getting into radio. But that's undoubtedly old-fashioned thinking.
Nowadays it's a case of 'show me a passing platform and I'll jump on it', whatever the origins of a broadcaster's remit.
The channel's decision to apply for the second national commercial digital radio multiplex being offered by Ofcom is enough to give GCap Media boss Ralph Bernard a seizure. First he thought when he bid for Digital One, the first digital multiplex, he was acquiring exclusive territory. But never in his wildest dreams did the GCap chairman imagine he might face such a focused and well-financed rival as Channel 4. Andy Duncan doesn't just know about marketing; as a former BBC executive he will also understand the impressive power of TV/radio cross-promotion.
Feathers will undoubtedly be ruffled, but the balance of advantage to both the public and the market is clear. If Channel 4 succeeds in putting together a winning consortium, able to broadcast up to eight channels of branded digital radio, it will amount to the first real competition for BBC Radio.
GCap Media and others dream about taking on the BBC with a commercially-funded speech service. Channel 4 could actually do it. Until now the commercial radio sector has sailed in the wake of the BBC, which now has a 56% share of listening.
Duncan's BBC training shines through when it comes to opportunism. And it is difficult to fault his logic when he declares that 'the combination of the traditional role of radio in public service broadcasting, the complementary nature of radio and television and the importance of DAB to future media convergence and our audiences create an opportunity to make a real impact'.
It could also deliver a non-traditional audience to commercial radio.
ITV might even pay attention to how Channel 4 appears to be developing a coherent new media strategy.
The channel's radio strategy dominated reporting of Duncan's speech at the Oxford Media Convention, but the rest of it was quite jolly too. It is difficult too think of a time when Channel 4 has performed better overall.
Critical acclaim is coming at the same time as ratings success, and advertisers are even complaining that it's now Channel 4 that is acting the tough guy.
Its promotional spend has shot up to £50m, with programme budgets topping £500m for the first time. Revenue this year could near £1bn.
Naturally this is evidence of a deep long-term malaise, according to Duncan, as the internet becomes the next dominant medium and overtakes traditional television. So Channel 4 needs more help. This is emphatically not a case of the channel running around with the begging bowl; Channel 4 is absolutely not 'demanding' a public handout in exchange for the digital vision.
Instead, it is asking nicely for the allocation of 'additional gifted' digital terrestrial capacity and help with 'distribution rollout and capital costs as we approach switchover'. The channel also thinks that the government is immensely wise in keeping open the option 'of some element' of public funding for the future.
Andy Duncan clearly used his time at the BBC well. But let's hear a bit more about Channel 4 radio and a bit less about the begging bowl that isn't a begging bowl.
30 SECONDS ON ... CHANNEL 4 DIVERSIFICATION
- Former Capital Radio strategy and development director Nathalie Schwarz will spearhead Channel 4's bid for the national digital radio licence.
- Channel 4 already owns a 51% share of digital radio spoken-word station Oneword, which broadcasts on the Digital One multiplex via the Freeview, Sky and cable TV platforms.
- Channel 4's first podcast, produced by ITN and hosted by Jon Snow, was made available online last Friday. The first in a series looking at issues affecting young people, it will also be broadcast on Oneword.
- A broadband comedy channel, 4Laughs, is planned to launch this spring. It will provide a platform for individuals to showcase sketches that will be rated by other site users.
- Brooklands Publishing publishes licensed tie-in magazines for Channel 4 shows, including A Place in the Sun and You Are What You Eat.
-----
Lots more articles and reviews like this are at http://www.ipods-and-onlinevideo-reviews.com.
Chip Tarver
posted by Chip Tarver at
7:47 PM
