The Future of Public Service Radio First Cross-Radio Conference Frascati, 29 May 2009 María del Pilar Martínez-Costa University of Navarra, Spain

A process of radical change Break with the traditional media processes It is not only a technology problem: –content –dialogue with the audience –radio identity

Edward Pawley, 1973 “It is in the scope of the distribution where the technique exerts its more direct effects on the structure of the broadcasting”

Diversity and decentralized radio model Radio is a service Public service radio coexists with and complements with the other broadcasters Commercial radio is now competing on the international market Non-commercial radio is a growth area with new strengths

Natalie Swed Stone, 2006 “The digital revolution has forever changed attitudes, expectations and content. The competition is now infinite”

The audience is also changing Redistribution of audience Younger listeners The public is using more media, including the radio

Radio World International, 2008 “At the present time people do not buy radio receivers, they buy "things" that have a radio receiver (cars, clocks, phones..).”

Digital systems are not a success Offer great opportunities but traditional broadcasters do not see them

Jack Messmer, 2006 “ It’s a multiplatform world”

An identity crisis of radio Audio on line and on the other platforms question what radio is Multimedia or audio Point-to-point or point-to-multipoint Live radio or download content

Chris Priestman, 2007 “What radio means to us as a media”

Decalogue for change

#1 Have a positive and active attitude towards the change: lead the way

#2 Make decisions on the broadcasting model and choice of complementary platforms without waiting for European or global decisions

#3 Study, listen and work with the audience

#4 Be where the media are used

#5 Win back the concept of radio and the roots of its public role

#6 Establish new production and transmission structures depending on the new audience situation

#7 Gamble on new content, change liabilities into assets

#8 Make the most of market globalization for better sales of world broadcasting services

#9 Train professionals

#10 Talk to researchers

Quo vadis, radio? Onward, always onward

Thank you very much Merci beaucoup Grazie mille Muchas gracias Art Source: Gerd Arntz, The Gerd Arntz Archive, Municipal Museum of The Hague