Analysis of the UK radio industry's confused and ill-conceived marketing campaigns to convince consumers to purchase DAB digital radio receivers, written by Grant Goddard in November 2010 for Grant Goddard: Radio Blog.

1. ROLL UP! ROLL UP! ENJOY THE
UK RADIO INDUSTRY
PANTOMIME: 'DAB DIGITAL
RADIO SWITCHOVER'
by
GRANT GODDARD
www.grantgoddard.co.uk
November 2010

2. The Ministerial Group for the government’s Digital Radio Action Plan will meet tomorrow. That
meeting has all the hallmarks of a radio industry seasonal pantomime, with participants
dressed up in their gladrags to play the appropriate parts. A select audience has been hand
picked, though the ending of the story has still to be written.
Pantomime often brings out a sense of déjà vu, of having seen the same thing during previous
Christmases. This winter’s DAB radio marketing campaign has that feeling. The 2010 slogan
is:
“There’s a digital radio for everyone this Christmas”
While the UK radio industry’s Christmas campaign for 2009 had been:
“Struggling to think of the perfect gift for Christmas? There’s a digital radio for
everyone …”
Pantomime often stages a sleight of hand, where you are not quite sure if what you saw was
real or just some cheap trick. This winter’s DAB radio marketing campaign has that feeling. On
18 November 2010, the press story was:
“The commercial radio campaign [for DAB], which breaks on November 22, covers
Global [Radio], Bauer [Radio], Guardian Media Group [Radio], Absolute [Radio], UTV
[Radio] and many local commercial stations.”
But, within days, that story had changed so that the campaign:
“… will run across major commercial groups” and “commercial radio stations including
Absolute, UTV, Orion.”
What happened to Global Radio, Bauer Radio and Guardian Media Group Radio? Well, every
pantomime has its jesters who do their best to spoil the rest of the cast’s fun. This winter’s
DAB radio marketing campaign has that feeling. Two days after the Christmas DAB campaign
had started, 'The Telegraph' broke the story that:
“Leading commercial radio groups [Global Radio, Guardian Media Group] have
refused to promote DAB radio …”
Every pantomime has its bully, who picks on people mercilessly and prevents them from going
to the ball. This winter’s DAB shenanigans have that feeling. Commercial radio trade body
Roll Up! Roll Up! Enjoy The UK Radio Industry Pantomime: 'DAB Digital Radio Switchover' page 2
©2010 Grant Goddard

3. RadioCentre offered its story as to why its members, Global Radio and Guardian Media
Group, had pulled out of the marketing campaign:
"Commercial radio operators are currently in discussions with government about the
funding of local DAB coverage. Until those discussions are resolved, we understand
that some stations felt it would be inappropriate to run the digital radio Christmas
campaign."
Er, isn’t that blackmail rather than negotiation? Is it not transparent that, if you really cared
about making DAB radio a success, you would think twice about cutting off your nose to spite
your face by deliberately NOT promoting the very DAB platform that you have been attempting
to palm off on the public for the last decade? In essence, you are trying to convince consumers
that you care so much about your backward 10-year old offspring that you intend to starve it to
death. In pantomime, such a tragedy might give the audience a laugh. In reality, it would be
time for Social Services to intervene. It cannot be good PR for the commercial radio industry to
be so convincingly playing the part of The Wicked Witch of The West.
RadioCentre’s lack of parenting skills has been evident in recent weeks:
 Its children had refused to attend the government’s Digital Radio Stakeholders Group
meeting on 1 November [see my earlier blog]
 Last Friday, its children refused to participate in a Westminster conference on ‘the future of
UK digital radio’ organised for 7 December, resulting in the event’s postponement until
April 2011.
And here is what the school notes said to explain these children's absences:
 "Following the announcement of the [BBC Licence Fee] settlement, RadioCentre has been
in discussions with Government about the funding of local DAB coverage. As these
discussions are ongoing, RadioCentre members felt it would be inappropriate to attend the
Digital Radio Stakeholder meeting." ['Campaign']
 “Sensitivity of current negotiations on the future of digital radio” for the conference pull-out.
The evident paradox in this radio pantomime is that:
 The radio industry is spending £55m between now and 2015 to try and convince the public
that DAB radio is the best thing since the cat’s whisker [see my earlier blog]
 The radio industry big boys will not stand up in front of other stakeholders in the media
sector, or in front of a conference, and explain what, why or how they are pursuing (or not
really pursuing at all) the government’s DAB dreams
 Commercial radio has been demanding for several years that the BBC pays for fixing the
deficiencies in commercial radio’s own DAB local transmission system. (Yes, this is the
same BBC that RadioCentre has lambasted for years about its interference in commercial
activities. Yes, these are the same commercial radio big boys who invested heavily in DAB
in the 1990s in the hope of making profits for their shareholders.)
Pantomime is pure theatre, and tomorrow’s meeting will doubtless provide much entertainment
for all involved. The only unresolved issue is how it will all end. Will the government Minister
play the part of Scrooge, insisting that the commercial radio big boys should work longer hours
for their living and must pay for improvements to their DAB system themselves? Or will the
government play the wicked stepmother, compromising the BBC’s independence by forcing it
to pay for an expensive sticky plaster to fix a commercial media sector DAB problem that has
been all of its own making?
My feeling is that, in these austere times, it would be opening up another big black hole for
public money to now finance such massive deficiency issues with DAB radio that could and
should have been anticipated and fixed a decade ago. It is simply too expensive to commit
unknown quantities of cash to transform the ugly DAB frog into a handsome prince who might
never be fit enough to rival FM radio. Anyway, the BBC has already made a public
commitment to not spend any more Licence Fee money on yet another ‘makeover’ show. In
which case, our Cinderella DAB may not be going to the ball.
Roll Up! Roll Up! Enjoy The UK Radio Industry Pantomime: 'DAB Digital Radio Switchover' page 3
©2010 Grant Goddard

4. Roll Up! Roll Up! Enjoy The UK Radio Industry Pantomime: 'DAB Digital Radio Switchover' page 4
©2010 Grant Goddard
Or is all of the above just a pantomime within a farce? Is all this play-acting merely intended to
allow commercial radio to walk away from DAB altogether, pointing the finger of blame
elsewhere (and smug that the 'Classic FM' automatic licence renewal is nearly almost within its
grasp)?
[First published by Grant Goddard: Radio Blog as 'Roll Up! Roll Up! Enjoy The Radio Industry Pantomime: "DAB
Radio"', 29 November 2010.]
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk