Larry Rosin On Why Radio Simulcasts Are Losing The Mobile Turf War
May 1, 2015 at 1:16 PM (PT)
EDISON RESEARCH's LARRY ROSIN posted the second of his three-part THE INFINITE DIAL blog today on the problems streamed radio station simulcasts are having on mobile phones while competing against the "pureplay" options like PANDORA and SPOTIFY.
Among the issues ROSIN mentions for radio's failure to capture this market are lengthy commercial blocks, spotty streaming, repetitive programming and other content issues.
He also points out the dominance of individual station-branded apps over aggregate apps such as iHEARTRADIO, and traditional radio's lack of customization and personalization.
"The bottom line is, simulcasts just aren't made for the smartphone environment ... [They] have no interactive elementrs in a medium whose users expect interactivity. It is a linear stream competing with adaptive audio programs that will bend your will."
ROSIN's final blog post will suggest several ideas for simulcasters to improve.