Future radio in Scandinavia

03.03.2009 - Norway

Radio is an important part of people’s life, and plays a key role in developing and conserving the particular language and culture in Scandinavia. In spite of this, radio may be standing out as the only electronic media that is not going digital. The absence of a coordinated political plan for transition from analogue to digital distribution may cause the long-term effect that radio is being marginalized and is unimportant for the general audience. Digital broadcasting makes more efficient use of spectrum allowing new services that will make radio a strong and vibrant actor in the competitive world of digital media. Migration to digital radio has to be done through a close relationship between national broadcasters, commercial broadcasters and the national authorities. Radio is not financially able to have long term distribution on both platforms. Both the audience and the content-providers will therefore benefit from a rapid transitional phase, just as we know it from digital television. It will provide listeners and the industry with the certainty needed to invest in new devices and new content. The authorities in all Scandinavian countries should work in close corporation to adapt for a migration to digital radio, in the interest of both listeners and the radio industry. In that way the Scandinavian countries could point out a direction for other European countries, and contribute to a radio that is viable and shows the diversity in art, language and culture. Kenneth Plummer, DG Danish Radio Mats Svegfors, DG Swedish Radio Hans-Tore Bjerkaas, DG Norwegian Broadcasting Corp.