Private wheels are looking for the future on the media forum of the Media Week Berlin-Brandenburg
If almost exclusively media manners are mainly from the private sector to the Quintum Media Week in Berlin and Potsdam-Babelsberg, one thing is already in advance: it has to change something.
If there are also Radiomans, who gather during the radio day during the media forum in Berlin, has to change a lot. Because the radio is known in the crisis. The private radio as a business company only right. The advertising lotless and thus the returns of the shareholders of private broadcasters allow to nurse, because since the bursting of the Dotcom bubbles, the advertising revenue went rapidly.
Although the private radios Z had.B. In the Berlin-Brandenburg Radiomarkt after a dramatic burglary of advertising revenues as a result of the advertising crisis 2001/2002 already economically consoloid, Johannes Kors, Deputy Managing Director of the Bavarian Regional Center for new media in a study commissioned the Medienanstalt Berlin-Brandenburg (MABB) commissioned has given. But there was no real growth yet. The upswing is also secured only if, yes, yes, if there is no further economic burglary, if, yes, if there is no new terrorist attack.
Will the ARD banned the advertising?
In view of these vitality, several program organizers try to explore other financing channels and see some options for this. Thus, through the managers of the transmitters still haunt the idea of banning the public-legal, and thus fiscal financed, radio stations of the ARD simply the advertising, similarly to the demand of Haim Saban (ProSiebenSat.1) Further television. Clearly, the small pieces from the advertising cake were increased to tremendous portions. To ask, however, is whether the advertising transmitters were not so interesting for the horne so that their horizers are extremely fast into the high. As a result, advertisers were rather circulated their advertising budget elsewhere than on the radio.
Another idea to increase the advertising revenue is – finally official – construction of nationwide private wheels, read in the "White Paper Horfunk" from Helmut G. Farmer. However, this is precipitated the defined media legislation of the Federal Standers, so far only transmitter chains such as the NRJ Group or RTL exist. But if the media laws are changed and the different, for the licensing of private radios media institutions of the Federal Standers were carried out together frequency chains, this could be different. This catch is at least DR. Christoph Wagner, lawyer from Berlin and member of the Commission to determine the media concentration (KEK), which ies the keyword of re-regulation. What he means that the previous regulation of the permit of private wheels, the frequency distribution and the limitation of shareholder shares should be newly regulated, and best would be as good as not yet regulated.
Kors brought a regulatory variant in game, which is not based on the shareholder shares, but the horizontal numbers. However, he already had this proposal on the Medienforum 2002 "Media landscape in the upheaval" made to use an instrument for preventing the radiomarkt control transmitters. Popular with this idea, he has done a little.
The FM frequencies are auctioned in auction?
The media institutions should not be so much involved in the radio formats, but ease it to the organizers themselves what these send, so KEK member Wagner. So far, a license distribution is linked to content, program requirements. He also did not bade in a procurement procedure from FM frequencies, but to award them to the most of the UMTS auction in August 2000 to the most bidder, as it was also happening in the Netherlands with rather doubtful success. However, a number of radio operators present, however, rejected this idea, probably the fact that they have no more money to send after the overlays of licenses.
In principle, however, the re-regulating ideas initiate broad consent. This is also due to the fact that predominantly representatives of the so-called AC formats and their advertising period marketers involved in the discussions involved, during scenarios for division, niche or youth programs were not addressed. AC stands for Adult Contemporary and says mainstream rock and pop radios for adults between 25 and 49 years.
In addition to regulation – which is nowhere as strong as in Germany and even more restrictive than the Private TV organizers – and the ARD has been identified another Ubel for the dissatisfied yield management: the limited nature of the assistant FM frequencies.
Still carefind: digital radio
Although in so far only in the conurbations the existing analog FM frequency band is utilized. To give a possibility more radio frequencies, the digitization of radio distribution does not yet apply. Similar to the conversion of terrestrial TV broadcast on Digital Video Broadcasting Terrestrial (DVB-T, several programs in a digital package could be broadcast in a digital video.
James Bethell (Capital Radio Group) did – prior to some of those responsible for the previously failed DAB implementation in Germany – the successful digitization of the radios in the United Kingdom. Hardly anyone, whether from German media policy or media industry, thinks about a short-term realization of the former prestige project digital radio.
In this breach therefore jumped prof. Dr. Ulrich Reimer from the Institute for Messaging Technology of the TU Braunschweig and presented the model of a hybrid structure for mobile media, which in the near future in applications for broadband radio, television and media services. This is something like the egg-laying wool milk sau, because mobile media will – according to Reimer – consist of DVB-T transmitters, which are extended by means of existing GMS and GPRS networks to DVB-H (Andheld).
Cell Phone Radio Uber Utms and Wi-Fi?
In addition, Wi-Fi networks (Wireless Fidelity, W-LAN) and also the UMTS still to be built are integrated, so that there are nets for mobile data protrusion from point-to-point and point-to-multipoint connections. This IP DatacaS system from almost everything, which for the civilian area of digital dissemination currently or. is available in the medium term, it should then be measured to generate punishable content tailored to the user.
Economically trusted after collecting prof. Dr. Klaus Goldhammer (Goldmedia) These mobile networks of the 4. Generation (4G hybrid, 2. Generation becomes GSM, as a generation 2.5 GPRS and as 3. Generation UMTS is most likely to be by subscription models. The user pays a monthly emotion and receive a specific content for that. Which content this will be, but is still completely unclear, because watching TV on a small display does not make sense. Advertising formats, on the other hand, had to be redefined, because a several minute advertising bead will hardly look at someone in the subway or at the bus stop.
Therefore, so, such broadband networks in conjunction with mobile phone-like terminates are interesting above a receive rate of 70 Mbps for the mass market more interesting for vendor of value-added services. The coarse added value will generate the providers of such services that already make millions of revenues with ringtone today. Because in the light of a prophears of useful life by the user in mobile media – comparable to zapping on television – must be realized with fast and short incentives of cash flow.
Coming soon "9 live" radios?
But not only long-term, but already at short notice, telecommunications companies such as Legion may be due to the amplified use of value-added services on the radio