From 12 many to 121: the role of music

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From 12 many to 121 the role of music

• Mark Coenen
• General director Radio, VRT

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Radio is the sound salvation, Radio is cleaning
up the nation. (Radio, Radio, Elvis Costello,
1978)
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The power of (traditional) radio

• Radio is a combination of feelgood and update
• Radio makes your day follows the rhythm of
  your day
• Radio has a live-feel
• Radio is a guide
• Radio is no hands no eyes
• Radio is mobile

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Children of the revolution

• 1997 audiostreaming listener decides when he
  wants to listen.
• 2005 podcasting listener decides when he wants
  to listen and on wich device (ipod/mp3-player/comp
  uter)
• New generation internet radio listener decides
  what he wants to listen to and assembles his own
  radio

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Frankie says (in 1971)
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In the future 6 million station managers in
Flanders alone?

• Mass customisation,
• mass personalisation
• mass contribution
• People take control, traditional media lose
  control.

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Big difference

• DIY-radio is mostly on demand
• DIY-radio has no live updates, weather, traffic
• DIY-radio isnt really mobile
• DIY-radio doesnt follow the rhythm of the day
• DIY isnt a guide but a statement

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Some other sidenotes

• Only 1 in 600 visitors of Youtube actually link
  up videos. The rest are traditional
  mediaconsumers. From couch potatoe to internet
  potatoe.
• 90 of weblogs are dead after 6 months
• Majority of new bands still needs the power of
  tradional media. There arent that much Arctic
  Monkeys.
• Age is important under 35 you want to find out
  yourself, over 35 you want to come home.

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Conclusion

• Majority of the people still want to find, not to
  search
• Too much choice scares most of the people
• People want to share their musical taste
• Birth of new communities of taste
• Broadband revolution is not a danger but an
  opportunity for traditional radio.

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The long tail the VRT way
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Win/Win

• Still heavy focus on big radiobrands
• Much more room for extra content more choice
• Making room for personalization, without losing
  touch with the radiobrand

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More choice new forms of radio

• Thematic music stations ( Donna Hitbits, Klara
  Continuo,
• Podcast (literature, musical subgenres..)
• Audiostream (via radioplayer)
• Webradio (Radio 2 100 Flemish, Radio 1/World..)
• Tailormade (events festival radio on DAB)
• Archive(d) radio (compilations of award winning
  programs)

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For example
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Targetting the young audience if you cant beat
the join them

• Demopoll on Studio Brussel (website where young
  bands can upload their bios and songs and where
  people can vote)
• Hype channel radioshow that only broadcast
  unsigned (alternative) internet-bases bands
• Most popular presenter (Peter Vandeveire) has his
  own Myspace-page
• TV-campaign for Studio Brussel also uploaded on
  youtube
• Radio Dada every weeknight in july and august
  young presenters can do their DIY-thing on Studio
  Brussel (22-23u)

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Myvrtradio your own DIY-radio with a VRT-twist

• You get what you want customize your musical
  content
• Insert live update news, weather, traffic,
  culture
• Play whenever you like as much as you like

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Ive seen the future and it works
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• http//radio2010/mijnvrt/

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Issues

• Rights management
• Radio must be fully digitalized
• Metadata are vital

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Any questions?