RAIN 10/18: Oxenford points to bright digital future to dispel murmurs of radio's coming "extinction"
SAYS THERE MAY BE HURDLES NOW, BUT THE INDUSTRY ALWAYS FINDS SOLUTIONSAfter attending several digital media conferences in the past few weeks, industry attorney David Oxenford was struck by a common impression that broadcast radio is “old-school” and will soon be “extinct.” He disagrees. “The dark view of radio seemed overblown,” Oxenford writes in a new blog post. “Radio still seems to be a vital medium, especially if it can emphasize the advantages that it has.”
That said, it does face challenges. “There are not always easy answers about how a digital broadcaster can do what it wants to do. And Congress and the FCC will no doubt come up with new legal challenges to broadcasters as they develop their on-line presence…But, with time and the energy and imagination of all those involved in the radio industry, in one way or another these issues can be worked out.”
Oxenford, a partner with Davis Wright Tremaine, believes “the rewards for radio broadcasters expanding their reach into the digital world may well be great…it is time to take advantage of its opportunities, and meet its challenges.” You can read Oxenford’s full essay here.
BBC DEBUTS HD SOUND-QUALITY STREAM FOR WEB RADIOThe BBC has announced HD Sound, a high-quality audio streaming platform for online radio. The system includes “improved encoding and higher bit rates to boost quality,” the BBC reports (here). It’ll be used when webcasting special live events, but the BBC hopes to eventually integrate HD Sound into its iPlayer and Radioplayer online platforms.
PANDORA ANNOUNCES EXPANDED MOBILE AD SERVICES FOR SMALL BUSINESSESPandora today announced expanded advertising capabilities for small- and medium-sized businesses (SMBs) through Pandora’s mobile apps. Technology from AdReady — Pandora’s partner for display advertising — is used to build banner ads, while Pandora can target local consumers.
“We know that display and audio advertising is working for our regional clients on the web,” said Pandora Vice President of Sales Brian Mikalis, “so we’re very excited to now offer the same advertising opportunities on our mobile platforms.” You can find Pandora’s press release here.
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