25.11.2020 by WorldDAB

In Switzerland, digital listening stands at 71%, and DAB+ is already the most widely used radio distribution platform in the country claiming 39% of all listening, compared to only 13% for FM. Speaking at the WorldDAB General Assembly earlier this month, Iso Rechsteiner outlined the next steps for the radio industry in Switzerland.

Iso Rechsteiner explains Switzerland’s DSO process and communications strategy

FM services to be switched off from summer 2022

Iso Rechsteiner manages the body coordinating the digital switchover process in Switzerland. He confirmed at this month’s WorldDAB General Assembly that the Swiss radio industry is ready to move forward with the deactivation of FM services earlier than originally outlined given the positive signs from the market and growing listening numbers.

Public broadcaster SRG SSR is set to lead the way and switch off its FM transmitters as early as August 2022. Private radio stations will then follow in January 2023, provided that a majority of radio broadcasters agree to the proposals put forward by the country’s major private radio associations by the end of November – at which point the FM phase-out plan will become binding for all broadcasters.

Support from OFCOM

Broadcasters are counting on significant support from Switzerland’s regulation authority OFCOM in order to follow through with the switchover. OFCOM's new director Bernard Maissen reaffirmed the importance of DAB+ as a free-to-air platform at the heart of radio’s multiplatform strategy for years to come.

He recognised that support to broadcasters is important to motivate the industry to commit to a digital switchover – in the form of subsidies for broadcasters, and through various marketing campaigns.

Communicating the switchover

Effectively communicating the benefits of DAB+ continues to be an important part of Switzerland’s DSO strategy. In a separate session focused on marketing DAB+ to the listener, Iso outlined the elements of the ongoing DSO marketing campaign in all of Switzerland’s national languages and regions and on air across all platforms – with the help of campaign mascot ‘Dabsy’.

Getting drivers onboard

Training courses are being offered to garage owners and mechanics across Switzerland, enabling them to learn how to install DAB+ receivers in existing cars and prepare for the future of digital radio in the car. In Switzerland, 96% of new cars come equipped with DAB+.

Norway’s public and commercial broadcasters report record radio listening 

DSO learnings from Norway

Norway switched off its analogue services three years ago, and at the General Assembly, executives from public and commercial broadcasters – NRK and P4 respectively – gave an overview of the country’s radio landscape since the DSO – an extended version of this interview is available to view here. The interview highlights why P4, as the biggest commercial broadcaster, wanted to switch off FM; how the listening pattern has changed and which of the new stations have been most successful; how has the digitisation changed the offer to the advertisers; the role DAB has played in in the development of digital radio; how the pandemic has affected radio listening; and what the most difficult part of the digitisation process.

In July 2020, listening numbers in Norway peaked, with an additional 400,000 listeners tuning in compared to July 2019. According to NRK’s Head of Radio Cathinka Rondan andP4’s CEO Kenneth Andresen, DAB+ has enabled the country’s – previously somewhat limited – radio industry to launch new stations, broaden its content offering, and cater to specific audiences. This is reflected in the popularity of new emerging stations, and in the latest listening figures – the average listener now tunes in to 3.7 stations, compared to only 1.6 in 2016.

And while the digital switchover enabled broadcasters to reduce broadcasting costs, it has also enabled them to offer advertisers more targeted reach and increased advertising opportunities across a wider range of stations.

Watch the presentations

The full presentations from the WorldDAB General Assembly are available below: