Study Says Group-Owned Stations More Likely To Deploy Revenue-Generating New Technology
November 19, 2010 at 4:00 AM (PT)
A study sponsored by broadcast mixer manufacturer and audio equipment company WHEATSTONE CORP. says that the gap in technology between group-owned and independent stand-alone radio stations is growing, with group-backed stations adding new revenue generating technologies at about twice the frequency of their stand-alone competition.
The study looked at 10 revenue-generating new technologies, seven requiring investment of capital, and concluded that for those needing capital, group-owned stations were more likely to have deployed them. As an example, group-owned stations were more likely to include video on their websites (43.1% to 26.8%), have a mobile app (43.1% to 22.8%), stream multiple channels (38.5% to 20.3%), or broadcast in HD RADIO (36.9% to 19.5%). The three that do not require capital investment showed group-owned and independent stations at similar levels.
WHEATSTONE VP ANDREW CALVANESE said, "This study comes to the radio industry at a critical time. As traditional ad revenue has declined, radio organizations are experimenting with new technologies that will add revenue by enabling them to deliver programming through a variety of new channels."