RDE12 Petra Marsteller
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The future for radio in cars “Interactive Radio” A promising future for radio A joint project of Volkswagen, Hit-Radio Antenne and Norddeutscher Rundfunk Petra Marsteller Hit-Radio Antenne Radiodays Europe 2012, Barcelona
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Transcript of RDE12 Petra Marsteller
The future for radio in cars“Interactive Radio”
A promising future for radio
A joint project of Volkswagen, Hit-Radio Antenne and Norddeutscher Rundfunk
Petra MarstellerHit-Radio Antenne Radiodays Europe 2012, Barcelona
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Agenda
• Interactive radio – Project focus
• Interactive radio – The trial run
• Interactive radio – The accompanying research
• Interactive radio – The future
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The good old days!
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
TV
Podcast
Internet
Radio
CinemaTexts
Mobile phone
Chats
Tablets
Blogs
Today, anything is possible in a networked multi-options society.
Anytime – Anywhere – Anyhow
• Personal/individual• Interactive • Mobile/portable• Independent of time and place
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
What remains is the need for emotionality, individuality and a “social belonging”.
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Radio is close to the listener
Radio is the No. 1 daily companion
Stimulating emotions
Available mobile anytime
Anchored in the region
Sources: ma 2011 Radio II, all radio (incl. programmes without advertising), TV, Mon–Fri, 5 am–midnight; ZMG poll 2008; online: ARD/ZDF online study 2010; ARD/ZDF mass communication study 2010
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Our focus: radio and mobility
• More than 40 million cars registered in Germany*– share of German brands = 65.7%, market share of VW-cars 36.1% (2011)
• Some 82% of German car drivers listen to radio in the car.
• Audio is the only communication channel that places no demands on vision.
• Smartphones generate new usage models – in the car, too.
Radio is still the No. 1 medium in the car
*Source: KBA 2010;
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The future – interactive radio
Our vision: radio that combines mobility and interactivity!
Our approach: interactive radio that expands the linear radio signals by offering...
• …products not dependent on time (anytime)• …products not dependent on place (anywhere)• …personalised products with reference to individual interests or places (anyhow)
And does that for a target group of about 30 million car drivers every day.
Source: ma 2010 Radio I; net coverage in %; daily coverage (Mon-Fri), in-car radio listening (radio in total); German-speaking pop. 10+
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Interactive radio – in the car
On the road to the “Personal Radio Cloud”
Music Music Music MusicNews Traffic news Weather
Linear signal
Timeshift News Traffic news Weather
In-depth Background: Costa Concordia
Advice: trips for kids
Service: allergies
Personalised Location-based services
Fee-paying subscriptions
On-demandspecial interest+
THE TRIAL RUN
The future for radio in cars ̶ “Interactive Radio”
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The trial run
Test 29 August – 16 September (Mon–Fri)
Technology iPhone app in the car
Stations Hit-Radio Antenne and NDR
“Hotkey” content News, traffic news, weather, archive
Additional content Latest news, service, sport, events, TV & cinema, comedy, celeb news
“Special interest” Regional content (Hit Radio Antenne)‐VW employees radio (Hit-Radio Antenne )Geo-based content (Hit-Radio Antenne)
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Timeshift products + archive
The latest news, traffic news and weather reports available anytime via a hotkey.
Headline teaser
Text teaser
Thematic image
Archive of “additional content” from the previous 24 hours
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Trial run participants
• Size of survey: N = 20 persons from VW’s pool of volunteers
• Features:
Age: 30–50 (approx. 50% are 41–45)
Gender: 50% male, 50% female
Station affinity: 50% NDR2, 50% Hit-Radio Antenne
Location: Braunschweig area, Wolfsburg
Level of education: 90% university graduates
Daily journey time: 20–45 min (each way)
THE ACCOMPANYING RESEARCH
The future for radio in cars ̶ “Interactive Radio”
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The research programme
Research goals: trend analysis!
When?
How?
What?
Preliminary Standardised questionnaire
Areas of interest & commuting behaviour
of focus group
Trial run
Daily logbook of each user
Daily remarks“likes & dislikes”
End of trial run
Standardised questionnaire
Concluding poll
End of trial run Personal interview / Group discussion
In-depth concluding poll
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The appeal of interactive radio
How do you rate the opportunity of being able to access additional information to supplement the regular radio programme?
Source: VW Group research, Nov 2011
100% rated the interactive radio service as good to very good!
very goodgood
Rating
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The appeal of the archive function
How do you rate the availability of all daily content in an archive?
85% rated the archive functiongood to very good!
Source: VW Group research, Nov 2011
Appeal
very goodgoodpoorvery poor
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
The desire for a personal profile
Would you like a service with content tailored to your personal range of interests?
80% would like personalised content.
Source: VW Group research, Nov 2011
Ratingyesno
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Concluding evaluation of acceptance
• Learning curve: 100% say that handling the service is quickly learned.
• Motivation: 95% of participants find the service interesting.
• Image: 95% would recommend the service to friends.
• Attitude to use: 95% could imagine using the service frequently.
• Future interest: 85% say they would like to have interactive radio.
• Fun: 85% say interactive radio is fun.
Source: VW Group research, Nov 2011
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
User quotes from the concluding personal interview
• “You quickly get used to it and miss it when it’s gone...!”
• “This is where you also find regional topics that are not offered by other radio stations in such detail...!”
• “Regional information in IR helps me get through the day...!”
• “I don’t manage to read the paper, but I still get the news. It replaces a daily paper...!”
• “IR gives me everything I miss in the normal news bulletins (background, region, VW insider info...)...!”
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Interactive radio – in the car
On the road to the “Personal Radio Cloud”
Music Music Music MusicNews Traffic news Weather
Linear signal
Timeshift News Traffic news Weather
In-depth Background: Costa Concordia
Advice: trips for kids
Service: allergies
Personalised Location-based services
Fee-paying subscriptions
On-demandspecial interest+
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
On the road to the “Personal Radio Cloud”
The economy
Stocks & shares
Travel
CinemaWellness
Trade & industryHealth
Cars
ChildrenKnowledge
Comedy
Corporate radio
Animals
My region
Events
Business news Audio books
Music
Religion
Interactive radio – old strengths, new chances
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
Interactive radio is the radio of the future
Transferring Web usage models to radio
Easy to customise
Interactivity parallel with other activities
The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
“An idea is nothing more nor less than a new combination of old elements.”
(James Webb Young, US advertising expert & visionary, 1965)
