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The changing face of car radio acma rad comms conference - anthony gherghetta
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The changing face of car radio Australian Spring 2013 Anthony Gherghetta Mobile Strategist RadComms Conference 2013
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Anthony Ghergetta from The App Studio in Melbourne spoke at Radcomms this morning on the changing face of car radio. Speaking of the increasing competition for the 'car dashboard', Anthony said: "For the first time, broadcast radio is about to be challenged for its prime position on the car dashboard. The two-knob car radio experience is well and truly over. In the United States this has already happened. Ten years ago terrestrial radio was disrupted by satellite radio and, more recently, it’s the online music radio services such as Spotify and Pandora. Audio access to the car is no longer governed by a broadcast license, the auto manufacturers themselves are now the gatekeepers. And its not just new radio or new music services that existing broadcasters should be worried about. There is nothing stopping AFL media from teaming up with Telstra, their current media partner, to create an in-car application to broadcast game-day matches in competition to, or at the expense of, traditional broadcast radio. Radio has to adapt."
Transcript of The changing face of car radio acma rad comms conference - anthony gherghetta
The changing face ofcar radio
Australian Spring 2013
Anthony GherghettaMobile Strategist
RadCommsConference 2013
Who listens to the radio?
Car 34%
Home 48%
Work 16%
Other 2%
Radio listening by placeall people, 10+
Car 45%
Home 25%
Work 28%
Other 2%
Radio listening by placeall people, 18-39
The weekly commuteTime in car
Average time in the car during the five day work commute:
5 ½ hours
The daily commuteAverage commuting time
AverageCommutingTime(car)
Adelaide 29minutes
Brisbane 29minutes
Melbourne 32minutes
Perth 27minutes
Sydney 35minutes
Average 32minutes
The daily commuteMethod of commuting
The daily commutePeak travel periods
The connected car
The connected carNew connected cars
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2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Forecast sales of connected vehicles in Australia as a percentage of new car sales
Percentage of Connected Vehicles Sold in Australia
Source: IH Automotive Insights 2012
The connected carCars are getting older
Cars are getting older
Average age of Australian vehicles
1971: 6.8 years2012: 10 years
Source: ABS
The connected carTotal market penetration
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Forecast market penetration of connected vehicles in Australia
Percentage of Connected Vehicles in Australia
Mainstream Saturationaround 2034 (~ 20 years)
Initial adoption period
Source: IH Automotive Insights 2012
The fact of life for radio
While every other content player has everything to gain by accessing the car dashboard, only radio has everything to lose.
Broadcasters should be adding more Internet to radio, not simply more radio to Internet.
Mark Ramsey
Music RadioApps
• Personalised for each listener
• Can skip content
• Learns the listeners preferences over time
BroadcastRadio Apps
• Same content at the same time for every listener
• Can’t skip content, can’t customise
• No feedback loop – does not learn the listeners preferences over time
• Adds very little value over the existing AM/FM/DAB stream
Ask your audience if they’d rather skip a song on their favourite radio station or switch to a different station that isn’t their favourite.
Mark Ramsey
Case Study:ABC Local Radio Melbourne
Case Study:ABC Local Radio Melbourne
6am 7:45am 8:00am 8:30am
Red Symonds News AM Jon Faine
My Commute
What I currently listen to:
Case Study:ABC Local Radio Melbourne
Traffic News Red Symonds
38 minute commute
What I would like to listen to:
What is live?
‘Live radio’ is a hallmark of dated analogue technology.
Unless its breaking news or sport, ‘live’ adds no value.
The App Studio
Developing next generation radio platforms
new products to ingest, store, manage and distribute radio content to the car and mobile devices
Mobile network congestion
Mobile network congestionPunt Road - Richmond
Punt Road:40,000 cars per day
Richmond Station: +300,000 passengers each weekday
Thank you
Anthony Gherghetta
Mobile Development StrategistThe App Studio
