Radio Development in Asia

1. Radio Development in Asia John Yip Chief Engineer RTHK ABU General Assembly, 2011 New Delhi, India 2011.11.05

2. Asia * Comprises numerous countries, cultures. • Diverse regulatory regimes, GDP-per-capita, listening habits/ preferences, reception conditions. Radio • A stable media over time. Unshakable in the face of competitive media technologies, as it satisfies a basic human need – to be connected and engaged to the other end, through listening. * It is a minimal-effort media, releasing the eyes and locomotive parts of the body to do something else; it allows multi-tasking, this being helpful in the modern and busy world.

3. Where does Radio stand in the multimedia environment? • If “Seeing is Believing”, then Radio has been born handicapped, as it does not provide moving video. • Table 1 has been postulated, to show the limited competitiveness of Radio in the modern multimedia environment (before the emergence of powerful Smart-phones with broadband internet access). • The Smart-phone boosts mobility to a value of 3, yielding a total score of 6.8 (for the radio part), helping the Radio group (shaded blue) break its rank. Radio listening on Smart-phones is an important issue.

4. Table 1:- Competitiveness (A/V), postulated, excluding Smartphones

5. A Snapshot of Asia

6. High receiver ownership occurs in economies with high GDP-per-capita. Worldwide: For 1,000 persons,1,267 radios for high-income group, 138 for low-income group. • Radio receiver cost is a critical issue eg for digital radio rollout. • For a 90% home penetration (say, 3 persons per home), GDP-per-capita (PPP) has to be over $7.5k pa. A radio (AM/FM) costing $15 = 0.2% of GDP-per-capita, this being the average “marginal value” of Radio to the consumer. For a digital radio receiver of $50, only high-ranking economies are likely to pay for it.

7. Analyzing driving-force factors: a conceptual diagram Consumers Consumer Technologies R,P,M,O factors

8. Generic Growth Equation Driving Force, DF = function of (soft factors, hard factors) = M (R, P, M, O) * H (G, g) where M = soft factors (Regulatory, Pricing, Marketing, Other), and H = hard factors (G for macroeconomic, gfor geo-physical)

9. Key Factors Affecting Growth (ref. ABU DBS 2008/2009, J.Yip) Driving Force (Radio) DF = M[R, P, M, O] * T (Memory aid: Must Remove Promptly My Old Television) For the Terrain factor (T), a basic description was given in ABU DBS2008 (J.Yip, Mobile TV Development).

10. Growth Factors (1) RADIO, RPMO factors and their components: Regulatory, R : Pricing, P:

11. Growth Factors (2) Marketing, M: Other factors, O : O1: Content:

12. Growth Factors (3) O2: Consumer Habits: O3: Device Attributes:

13. Growth Factors (4) O4: Quality: Having looked at the growth factors, we now compare the 3 groups of radio-capable devices: * AM/ FM receivers (“FM”), including feature mobile phones with built-in FM * Digital radio receivers (“DR”), eg DAB+ * Smart-phones (“SP”), with OS and 3G/ 3.5G/ 4G/ WiFi internet access.

14. R (Regulatory): Regulation of SP internet radio access eg on content and the number of channels is generally less stringent than that for FM or DR.P (Pricing): FM is extremely price-competitive. DR is less so. SP (with mobile subscription) is most expensive among the 3 technologies. A related general equation (from ABU DBS2009) on receiver pricing, is as follows: Price A = Price B * (ratio of GDP/capita) * (ratio of radio listening in hours/wk)

15. M (Marketing): FM is fully mature, but DR requires intensive marketing. SP has been vigorously marketed by multi-national manufacturers (eg Android, iOS and Symbian phones) • O1 (Content): FM and DR capitalize on local content. Content on SP (and PC for that matter) is huge. Due to the large number of channels, it could cater for Long Tail consumer needs, across countries.

16. O2: (Consumer Habits): Listening Hours/ week vary greatly among Asian countries, ranging from 13 h/wk in China to 24 h/wk in Malaysia (although Malaysia’s receiver ownership is moderate). Consumer habits are hard to change. Most listen regularly to only several channels and want to carry around just one mobile device. SP has widen access to radio services; internet listening is rapidly increasing. Interesting: Majority of Indians in Mumbai, Delhi, Bangalore listen to radio via their mobile phones**. **http://www.tamindia.com/tamindia/Images/RAM_Baseline_Study_Universe_Update_2011.pdf

17. O3: (Device Attributes): On ease of use, FM is the best and SP is the worst; older people (loyal to Radio) find FM more user-friendly. Features on FM are limited and those on SP are the richest; DR is somewhere in-between. • O4: (Quality): FM, DR and SP can provide high-quality audio, given good reception. FM networks are well established and SP signal networks are being perfected by resourceful telcos. Radio broadcasters have to build DR networks; hard economics comes in. • The RPMO values for FM, DR and SP for each economy can be computed by using the following RPMO calculator, downloadable from RTHK, under HDTV and IPTV Development (2009-04): http://www.rthk.org.hk/mediadigest/class/index_tech.html

18. Parameters vary from one economy to another, so RPMO values for FM, DR and SP cannot be easily calculated for Asia as a whole. The most sensitive parameter is perhapsP (Pricing). • Since receiver price increases from FM (eg $10+), through DR (eg $40+) to SP (eg $250+), DR and SP growths (penetrations) in an economy are substantially constrained by its GDP-per-capita. • For many Asian countries, DR and SP could be out of reach of the majority. For high-income economies, SP’s rapid growth in Asia (Sales: 84M in 2010, 137M units in 2011, IDC*) , easily eclipses DR’s, as SP offers additional high-value multi-media/ communications features.(Some 700M+ SP and tablets are expected to be manufactured in Asia in 2014.) • * http://www.physorg.com/news/2011-03-smartphone-sales-mn-asia-pacific-analyst.html

19. Fostering Radio Growth: How? Based on the RPMO model, the following measures are required: • Liberal regulatory framework, providing incentives for the industry to invest. • Lowering radio receiver prices. • Prolonged, effective promotional campaigns. • New/ extended range of contents, with local programming. • Better understanding of the modern consumers’ habits.

20. Fostering Radio Growth (cont.) • Exploiting the older people’s passion for radio and the younger people’s preference for internet radio. • For receivers: ease of use, attractive designs/ features, light-weight, long battery life. For DR and SP, built-in FM receiver will reduce spectrum demands for wireless data. • Strong reception even for indoors. For internet radio service, ensure adequate service bandwidth.

21. Summary • Inherent factors affect Radio growth: GDP-per-capita, consumer habits, limited interactivity on FM and Digital Radio. • Growth of Radio in Asia may be enhanced by building on the inner strengths of Radio (minimum physical effort, multi-tasking eg whilst driving, internet browsing, reading, ability to take the listeners onto a mental tour (inform, educate, entertain, much the same as being a good tourist guide), focusing on local content, etc.

22. Digital Radio is a bridging technology, in terms of techno-economics. Intensive efforts in receiver price reduction, marketing/ promoting, content development and, for a city like Hong Kong, transmission improvement, else it will be marginalized. • Radio needs to embrace the Smartphones, capitalizing on the internet, eg interactivity, EPG, extended program information, Apps for easy access of channels, interconnecting to Social Media. • Better spectrum utilizationvia equipping Smartphones with FM tuner, as wireless data and its spectrum demands are exploding. Expanding Radio services on digital (DAB+, DRM+, etc.)

23. Digital Radio Developmentin Hong Kong, a short brief

24. RTHK is one of 4 broadcasters (incl. DBCHK, Phoenix U, Metro) forming the DAB Consortium in HK. • DAB+ is the technical standard. • One multiplex, 11C in VHF Band III, providing 18 channels, each 64 kbps. • RTHK chairs the Technical Committee of the Consortium. A consultant has been engaged for network planning.

25. Indoor reception in Hong Kong • A huge challenge in HK (ref. J. Yip, Mobile TV Development, on Terrain Factor, T). • RTHK will use DAB+ to greatly improve program delivery to existing AM-service areas. • Transmitting power is limited, due to stringent cross-border interference restriction. Network planning is on-going. Max. planned power (ERP) is 6kW. Extensive use of directional transmitting antennas. 7 primary transmitting sites, for initial launch early 2012.

26. Reception is expected to be reasonably good except for deep indoors, tunnels, MTR stations, underground car-parks, dense building areas. Planning to establish 4-5 gap-fillers. • Marketing/ promoting of DAB+ begun, but it is a real challenge, in the competitive multi-media world.

27. Good audio quality, at 48-64 kbps, on DAB+. Slide shows, EPG on internet are being introduced. Display of Chinese characters is being pursued. • Spectrum availability is not an issue in Hong Kong, but hilltop site equipment accommodation is critically short. DAB+ is a natural technical choice for HK, but there is more work to be done.

28. Radio does have a rosy future in Asia, but Radio broadcasters need to strive to embrace the wave-fronts of Digital Radio and Smart-phones. Thank You for listening http://www.rthk.org.hk/mediadigest/class/index_tech.html