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The author is senior vice president for product development at Marketron.

Is there any doubt that radio is the best and most cost-effective reach medium ever created? For many decades, radio broadcasters have made a can’t-miss pitch to advertisers: although they are focused on one primary tactic (the linear broadcast), it is a highly differentiated, high-value product with great reach in a given geography. Most radio stations can point to a long and proven track record of highly successful results, with close ties to the communities and loyal audiences they serve.

But the radio business is facing significant and pressing challenges. As consumer behavior has evolved, today’s advertisers have had to adopt new strategies for reaching potential buyers. That means interacting with consumers wherever, whenever, and however they consume media, from traditional broadcasting to the full range of digital platforms. In order to offer a competitive advertising product in this highly complex market, radio organizations of all sizes are under pressure to augment their traditional broadcast advertising programs with a healthy mix of digital advertising product (both O&O and third-party).

[Read: Marketron Makes Broadcast Business Software Ebook Available]

If managed well, this digital transformation offers a powerful growth opportunity for broadcasters. By some estimates, the digital advertising marketplace is at least seven times larger than the traditional radio market. As a company with a large installed base in the radio community, Marketron has seen even smaller broadcasters who aggressively pursue digital advertising add at least 10% to the top line of their businesses within the first year. And some of them have added 20–30% in additional revenues.

The Changing Market

There’s no question that COVID-19 has had a significant impact on the radio business. We hope and expect the market to begin recovering in the second half of 2020, but radio revenues were already flat or even in slight decline prior to the pandemic. Two big reasons are the growth of the digital advertising market and the strong competition now posed by ad agencies.

In past decades, agencies were complementary partners to broadcasters — aggregating advertising across radio, television, and print and offering another market channel and services radio stations weren’t able to provide, such as creative. Fast forward to today, when agencies can now create highly integrated campaigns, targeted to specific objectives and employing a blizzard of different tactics: radio/TV/cable, print, OTT/CTV, internet display ads, video, search engine marketing, social media, outdoor advertising. Not only are these campaigns more measurable and targeted than traditional radio ads, but agencies can also offer creative development and metrics reporting.

The good news is that an effective digital transformation can enable radio stations to become effective competitors to agencies by maintaining ownership and control of client relationships, pricing, differentiation and targeting.

Making the Digital Transformation: Key Steps

Given those challenges and emerging new opportunities, growing numbers of radio broadcasters are taking the plunge and expanding into the digital advertising realm. But what are the best approaches, and how do you begin?

Most broadcasters already have a baseline of digital products in their mix, which they can use as the starting point to evolve their operation and develop new digital opportunities while continuing to maintain on-air products. That balancing act requires a carefully thought-out gameplan that addresses the following steps:

1. Vision. Create a vision and prepare for change in order to engage employees effectively and set the company up for success and future growth. As we’ve said, this requires a full organizational commitment from the top levels of leadership down through each level of the organization. Everyone must be fully committed to embedding digital advertising into the fabric of the business.
2. Design. Create your digital product suite. Although many radio stations are currently selling digital advertising on their O&O properties (e.g. display ads on the station’s website or social media channels), the ideal digital inventory should be a mix of O&O product and third-party advertising. These are ad products that appear on third-party platforms; e.g. paid social media ads, video pre-, post-, and mid-roll ads on OTT and CTV platforms.
3. Opportunity. Build an internal organization designed for success. This includes an incentive and compensation structure that takes into account the expanded world of digital advertising, as well as the appropriate new hires and skill sets.
4. Services. Create a business infrastructure with a consolidated set of technical services for creating a proposal, generating an order, invoicing, generating campaign reports, and facilitating renewals. All of these services should integrate seamlessly with your back-office system.

Looking Forward

For many broadcasters, expanding into the digital advertising realm might seem like a daunting task, and of course there are some significant challenges involved. However, the digital transformation reward is worth the journey, paying off in the powerful new growth opportunities that a carefully crafted mix of radio and digital inventory will deliver.

Not so far into the future, we see a world in which many radio broadcasters have made a successful leap to digital — so successful, in fact, that they can position themselves as specialty agencies with a highly differentiated product. A radio station can offer something the agency down the street can’t: a highly successful linear channel, offering a powerful public service to listeners with well-established relationships in the community.

With a sophisticated product offering and thoughtfully structured internal operations, stations will be able to charge a premium for a multichannel campaign that uniquely meets the key objectives of the campaign. The net-net: local broadcasters will be able to position themselves as a single source for highly integrated and effective campaigns that meet and exceed all of their advertisers’ objectives.

The post Transforming to Win With Digital Ads appeared first on Radio World.

Broadcast contract engineer Tim Walker wrote in to say how much he enjoyed reading solutions to problems from engineers in the field in past Workbench columns. It’s reassuring to see the display of engineering talent visible in the pages of Workbench.

Tim shares an experience with a Collins/Continental “Power Rock” 5 kW AM transmitter. This is a pulse-width-modulated transmitter that, in Tim’s case, was intermittently losing modulation of the RF envelope.

The culprit turned out to be a broken connection to the grid of the triode switch modulator tube (Fig. 1).

Fig. 1: With power off and circuits discharged, test the security of connections.

The soldered connection appears solid but was in fact broken, making intermittent contact with the grid ring as the temperature fluctuated and it vibrated from the high volume of cooling air through the tube compartment.

When Tim finally identified the problem, he was reminded of the welder’s adage:  “A good-looking weld is not always a good weld, but a good weld always looks good.” The same applies to electrical connections, so take nothing for granted when tracking down intermittent problems.

Early in my career, I was working with a consulting engineer, brought in by the station to try to determine why the transmitter would occasionally shut down, while the directional parameters went nuts.

The consultant and I walked to every tower. Using a long wooden broomstick, he rapped components in the base antenna tuning units, followed by a good rap to the coiled copper tube feedline to each tower. The station chief monitored operation and communicated the status over a two-way.

On the third tower, when the consultant whacked the copper feed tube, it broke right off the tower! The weld “looked” OK, but a good-looking weld is not always a good weld.

Connections need to be secure. This is especially true in older AM arrays.

Tip: Don’t Touch!

Projects engineer Dan Slentz and I were remembering the days of the big 50 kW transmitters, and the way the coils would “sing” with the modulating signal. You could actually hear the demodulated signal singing inside the transmitter, as well as in the tuning units at the tower base.

Dan found a memorable video on Reddit to share these memories with Workbench readers.

 

Fig. 2: Check out this video on Reddit, titled “Never touch an AM radio tower.”

This would be a good video to post for your entire staff to watch. Hearing the advertisement’s phone number as the battery cable is arcing across the tower base is nothing short of amazing to someone who hasn’t experienced it.

The fact that you “work” on this stuff as a broadcast engineer should amaze your staff as well. Show it to them! Just another day in the life of a broadcast engineer.

Tip: UV sterilizer

Griffin Communications’ Radio Engineering Director Brett Gilbert, researching a simple way to decontaminate surfaces, found an interesting product from CureUV.

The company specializes in ultraviolet light sources that sterilize surfaces. One particular model that looks promising is the GermAwayUV Premier 35 Watt Handheld UVC Surface Sterilizer.

This handheld device is about the size of a cigar box and is supplied with a 6-foot AC cord. It is smaller than CureUV’s other industrial sterilizers and is priced at under $400 list. The device will effectively decontaminate surfaces from viruses, bacteria and molds.

Fig. 3: This is one way to make sure your surfaces are clean.

It provides a quick and easy way of sanitizing surfaces, as you plug it in and slowly pass the lamp over the surface to be sanitized.  The bulb lasts up to 10,000 hours (about 1 year). In addition to the UV-C emitting bulb, brightened reflectors enhance the accuracy by up to 30%.

UV-C light is ultraviolet, in the C spectrum, and is especially efficient at destroying harmful microorganisms. In addition to being effective against a range of viruses, the UV-C light can be used to remediate mold, quickly killing mold spores.

UV-C light has a range of applications both residential and industrial. It’s used in food preparation settings to reduce contamination, as well as in hospitals, clinics and veterinarian offices to sanitize surfaces. The company offers a caution that Ultraviolet UV-C light is harmful to your eyes and skin, and users should never look directly at the bulb. The company recommends the use of safety glasses that can be ordered with the device.

But how do you know it’s working? As I read the description, that was my first question; I wondered whether this was snake oil.

The company acknowledges that this is a natural question, since disinfection is happening at a microscopic level. It includes a set of UV-C Visualizer Strips along with all GermAwayUV Surface Disinfection products. You place the UV-C Visualizer card on the surface you wish to disinfect and run the handheld sterilizer over it. The yellow strip on the card will change from a bright yellow to a light green.

Exposing the surface to the UV-C light until the strip turns green will ensure the surface has been treated properly, the company says. If there is no color change, you have to slow the rate at which you move the handheld sanitizer across the surface, or move the sanitizer closer to the surface.

The website was citing a shipping delay of eight to nine weeks at this writing. If you or your station invests in this device, please drop me a line to tell readers how it works out.

John Bisset has spent over 50 years in the broadcasting industry and is still learning. He handles western U.S. radio sales for the Telos Alliance. He holds CPBE certification with the Society of Broadcast Engineers and is a past recipient of the SBE’s Educator of the Year Award.

The post Workbench: A Good-Looking Weld Is Not Always a Good Weld appeared first on Radio World.

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An image from the story “Why WWV and WWVH Still Matter.” The WWVH building seen at night.

While I agree with most of the points raised by the author of “Why WWV and WWVH Still Matter,” as an engineer I’ve long abandoned zero beating WWV to calibrate local frequency references.

In fact I owned a WWVB comparator, basically a loop antenna and TRS receiver tuned to 60 kHz that permitted fairly precise calibration but took many minutes to center the reading due to the typical path instability of radio waves, even using the ground wave, which is only useful in daylight hours.

At night WWVB is unusable for frequency/phase measurements due to skywave propagation but is the best time for those so called atomic clocks to calibrate to the slow time code repeated once a minute on a daily basis.

So, how do I calibrate the frequency references of my frequency counters and spectrum analyzer used for broadcast engineering? The answer is GPS.

The line-of-sight microwave band signals provide much less jitter, especially when more than one SV is used for a timing solution. You can buy GPS timing receivers on eBay and elsewhere for under $100.  Add  a cheap patch antenna or a quality outdoor antenna and you’re good to go.

You’ll get both data for time of day and a precision 10 MHz reference signal you can lock to a synthesized RF signal generator to dial in any frequency precisely. And just in case a GPS signal is for some reason not available I have an old Rubidium Atomic Oscillator on hand, also quite inexpensive second or third hand.

So, ultimately as nice as WWV is to have around, except for WWVB there really isn’t a great need for HF time signals anymore.

The author is chief engineer of Monadnock Broadcasting Group in Keene, N.H.

The post Letter: WWV Is Nice But Not All That Critical appeared first on Radio World.

Dan Sessler, who owned and led RF Specialties of Texas, has died. He was 74.

News of his passing was circulated by the broadcast equipment supplier and by the Texas Association of Broadcasters.

The RF Specialties Group is an alliance of independent broadcast suppliers. RF Specialties of Texas serves a six-state region, according to the group’s website.

Dan Sessler studied electrical engineering at Mountain State University; and his first radio engineering job was in West Virginia. He went into station ownership and helped build a local public TV station in Beckley, W.Va.

He was a district sales manager for Harris Corp.’s broadcast division from 1988 to 2010, according to his LinkedIn page.

Sessler acquired the Texas operation from Don Jones in 2010, as RW reported at the time.

“TAB named Sessler Associate of the Year in 2017 for his many years of service to Texas Radio and TV stations, as well as his vital contributions to the TAB Convention & Trade Show,” the Texas association wrote on its website.

“Dan Sessler was a mentor and friend to hundreds of Texas broadcasters,” said TAB President Oscar Rodriguez. “His standards of service were a model to all.  And his passion for the industry was reflected in his personal commitment to organizations like TAB where he helped us build the annual TAB Show into the great success it is.

SBE Chapter 56 Chairman Don Dobbs also noted Sessler’s passing. “I have know Dan for many years having purchased transmitters and microwave equipment,” he wrote to Radio World. “He was always supportive of the local SBE chapters, buying ads on our website and taking us out for annual holiday dinners.”

 

The post Dan Sessler Dies, Was Well-Known RF Supplier appeared first on Radio World.

Natalie Githinji

Radio is Africa’s most accessible, influential and used information outlet, according to a recent survey by United Nations Education Scientific and Cultural Organization. Several radio stations in Africa have more than a million listeners each. An even more interesting phenomenon that is becoming a part of editorial policy for many radio stations is to engage young people as presenters, content creators and other important aspects of programming.

Radio is a wonderful way to interact, learn and communicate. There is a need to keep radio vibrant and active. Most importantly, it is important to engage young producers, presenters and reporters.

As the world celebrates International Youth Day, Aug. 12, with calls for youth engagement for global action, it is important to look at some of the young Africans who have taken radio industry by a storm.

[Read: How Africa’s Vernacular Radio Stations Are Helping Right Now]

Natalie Githinji is a presenter at NRG Radio, a youth-targeted station in Kenya. At only 23, Natalie, who is also an actress and content creator, hosts one of the most popular breakfast shows in Kenya — “NRG Breakfast Club.” It has a large audience among the youth.

“Young people love listening to the show because they see me as one of their own and they are able to express themselves on touchy subjects which affect them, while feeling protected” Natalie said

“I always share my stories on air, and many of them are able to relate, get inspired and open up,” she added.

According to Natalie, radio stations in Africa need to engage more youth to give them a platform to showcase their talent and connect with young people who really need representatives and people they can relate with at stations.

Also, she believes that young people need more coaching and mentorship, and opportunities to understand, learn about radio and digital management to be prepared and become better presenters. Most important, Natalie is encouraging radio stations to appreciate and drive the content that youth relate to.

Importance

In Botswana, Yandile Nuku is proving that the airwaves are just as important now, as ever. The young radio host uses the platform to improve access to business opportunities.

Yandile Nuku

Through her weekly show, “Venture In” that airs on Duma FM in Botswana, Yandile helps young people to make sense and have better understanding of the business world. Yandile who has immense confidence in young Africans has managed to connect students to markets and different industries.

“Young people, are unchartered territory yet to be explored, diamonds in the rough yet to be discovered, the deal breakers yet to be processed and products yet to be sold,” she said.

Sub-Saharan Africa’s population is becoming more youthful — youth as a proportion of the total is estimated to be above 75%. With almost 200 million people aged between 15 and 24, Africa has the youngest population in the world. And it keeps growing rapidly. To realize a demographic dividend, there is need to invest and tap into the potential, creativity and energy of young people.

It is encouraging to see young people joining radio and demonstrating their talents.

Josephine Namakau Pumulo is the co-founder and communication lead at Agents of Change Foundation in Zambia. She uses radio to connect with and impact communities.

“As a child, I always wanted to be a journalist to share about many issues in the society, and to speak for the marginalized,” she shared.

Agents of Change uses radio as a tool to communicate issues that are relevant to young people. Currently, the organization is producing radio shows on different topics including climate change, eye health and reproductive health and rights.

Also, Pumulo is developing production guides for the agency’s young reporters and preparing them for the shows.

“We want our young people to appreciate that being on radio means a certain level of responsibility,” Pumulo said. “That is why we ensure that the content relayed to the public is verified and well researched.”

Joseph Mulekwa is one of the beneficiary of Agents of Change program. Joseph became a reporter and presenter at age 15. He was trained together with other 40 young people across Zambia in radio production and broadcasting.

Joseph Mulekwa

Now, Joseph runs the “Voice Radio Show” on Pan African Radio 96.1 FM. Young people appreciate his show because of the impact. The show has given listeners an opportunity to hold leaders accountable.

“I feel so good to be a young radio presenter and it has given me an opportunity to engage with civic leaders, policy makers and local authority … and it has helped me to act as a gatekeeper between my community and our leaders,” he said.

All his shows are live and call-in programs. This he says allows him to engage with listeners and get feedback on how best to deliver the show and discuss issues.

Questions

In the show young people do the program together with the presenter. The show is a conversation where young people raise questions, give their opinions, suggestions and demand solutions. Their conversation is always about concerns and possible solutions to issues that they care about.

“Things are changing and the world is changing too. Young people are vibrant and have more creative ideas on how to engage with other fellow young people. More radio stations should engage more young people because we understand things that affect us in our community because we are the ones on the ground,” he added.

According to Mulekwa, mentorship and support to young presenters is critical for success. He is urging more organizations to trust and support radio broadcasting for, with and by young people.

“For example here in Zambia, we only have two organizations that cater to about 70% of young people in the country … If we had more organizations that are youth-driven and speak to youth broadcast, we can have more young people becoming radio presenters,” he said.

James Smart, a renowned journalist in Africa and former Reagan-Fascell Democracy Fellow at the National Endowment for Democracy, agrees on the important need for support to young people to enable them to join radio industry.

Most importantly, he advises young people interested in radio, to build their craft, learn how to present, engage audiences and connect. He urges young people not to be afraid and to try new things, create a broadcast identity.

“Create your own style and identity, copying other sounds and style is OK but please bring your personality to the job. We are suffering with radio voices because people went in and became a clone of someone they admired. Let’s inject some freshness into the business,” he said.

It’s safe to say that more young people, not less will be the new normal in the changing radio landscape — radio for youth, radio with youth and radio by youth.

Raphael Obonyo is a public policy analyst. He has served as a consultant with the United Nations and the World Bank. Also, he’s a writer and widely published in Africa and beyond. An alumnus of Duke University, he has authored and co-authored numerous books, including “Conversations about the Youth in Kenya.” Obonyo is a TEDx fellow and has won various awards.

 

The post Africa’s Youth Making Waves on Radio appeared first on Radio World.

Gordon Smith, the National Association of Broadcasters president and CEO, suffered a stroke on Wednesday, Aug. 5, and was admitted to a hospital, according to a statement from the NAB.

“He is responding well to treatment, is stable and alert, and is resting comfortably,” the NAB shared in its statement. “His prognosis is good, and he is expected to make a full recovery.”

Smith, a former two-term Senator from Oregon, has been leading the NAB since September of 2009.

The post NAB’s Gordon Smith Suffers Stroke, Responding Well appeared first on Radio World.

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The Commission adopts a Report and Order eliminating the common antenna siting rules for FM and TV broadcaster applicants and licensees

Eagle Broadcasting, LLC enters into Consent Decree to Resolve Political File Investigation

Alan Hughes

The author comments here after reading the commentary “What Can ATSC 3.0 Teach Radio” by Dan Slentz.

Over-the-air TV, like broadcast radio, is the cheapest and fastest way to communicate to large audiences. These are one-way communication systems where the whole audience gets the same thing simultaneously.

It is possible to separate parts of the audience using the Alternate Frequency System available in DRM and DAB+ digital radio, which can specify areas as small as 7 x 7 kilometers (4.35 miles x 4.35 miles). It requires GPS to be automatic from the user’s perspective, but it won’t work indoors since the needed satellite GPS reception is blocked.

Since broadcasting and OTA are one-way systems, how and where are the data to make appropriate individualized advertising to be gathered? Smart TV’s microphones and cameras? Existing smart speakers provide data, which could be sold, which will enable control like cable TV companies have had.

Is the broadcast industry ready for the privacy issues of having microphones and cameras always on while watching TV?

Dan Slentz in “What Can ATSC 3.0 Teach Radio?” suggests using the MAC address. Consider the data requirements to send for an audience of a million TVs and sending the different content data as well as the 48-bit MAC address a million times. How long would that take? The remaining available data rate available in HD Radio once the sound data has been used is tiny for additional content such as unique addressing and its unique information.

After 20 years, ATSC 3.0 is finally an admission that COFDM modulation, which is used in all other digital TV systems outside of North America and South Korea, is much better than ATSC 1.0. COFDM can reject reflected signals (in the analog days these were called ghosts). The extensive use of outdoor TV antennas has kept broadcast TV popular as it is free to the user and the signal reliably is good.

ATSC 1.0 uses MPEG2 compression, the least efficient system; and in much of the rest of the world MPEG4 compression is used, which halves the data rate, allowing for more HD programming. Now ATSC3.0 is capable of Ultra High Definition because of the latest compression, which halves the data rate again. However, UHD requires more data for the extra sharp images.

I agree that having more channels from the same transmitter does not necessarily improve profits. In Australia all TV stations transmit two high-definition programs and three standard-definition programs. The SD programs are generally old reruns, cheap programming or advertorials that the advertisers pay the broadcaster to transmit. These programs generally get much lower ratings.

The problem with FM zoning is that the translators are located in areas where the main signal is poor, not where a particular audience type lives. DRM and DAB+ use the Alternate Frequency System which can specify the four-corner GPS co-ordinates of a rectangle as small as 7 x 7 kilometers and send the data to that area. It is not part of the HD Radio specification.

Advertising the presence of the steakhouse down the road is already being done by Google via cellphones and smart speakers.

The reason the cable companies became dominant in TV was because of the selection of “Never Twice the Same Color” (i.e., NTSC analog TV) and later ATSC 1.0, which with the use of indoor antennas shows the wrong hues, ghosts and, in ATSC, unreliable reception.

ATSC 3.0 can broadcast up to 57,000 kbps. It is difficult to have new innovations with HD Radio because the highest bitrate is only 96 kbps, and nearly all of this is required to get reasonable sound quality or for additional, poor sound-quality, subchannels. For AM HD Radio the number is either 20 or 40 kbps.

In HD Radio, you need to use the primary and secondary signals. In all-digital HD FM, the secondary digital signal is radiated at 1% of the main signal power, which makes the reliable digital coverage area much smaller than analog. By comparison DRM can have up to 186 kbps and all digital signals are of the same power which is not limited by interference to and from adjacent channel broadcasters including your own.

The author is a broadcast technical author from Australia and has spent a lifetime in training technicians. Radio World welcomes opinion and points of view on important radio broadcast industry issues. 

[Also by this author:“A Better Way to Revitalize U.S. Radio”]

 

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