NEWS: ROLE OF RADIO ADVERTISING BUREAU TO BE EXPANDED WITHIN THE UK COMMERCIAL RADIO SECTOR by GRANT GODDARD
www.grantgoddard.co.uk February 2006
The role of the Radio Advertising Bureau [RAB] is set to expand into a wider voice of the commercial radio industry, similar to the role that the Commercial Radio Companies Association [CRCA] has played in the past. Following the recent consolidation of the commercial radio industry, the three largest radio groups control more than two-thirds of commercial radio listening in the UK, making the CRCA considerably top-heavy as a representative body of the entire industry. Whereas the CRCA has been consistently defensive of commercial radio’s declining share of radio listening in recent years, attributing the cause to external factors, the RAB has always taken a more holistic approach to the industry, through the use of research and facts. An enlarged RAB could take on some of the responsibilities of the Digital Radio Development Bureau and the networked 'Hit40UK' chart show as well. In a recent response to Ofcom’s consultation on the future of radio, the CRCA went so far as to predict the entire industry’s demise. “If the BBC continues to extend its dominance in radio, currently possessing a 55% audience share, then the point will soon be reached whereby the business case for Commercial Radio becomes unsustainable,” said the letter from CRCA chief executive Paul Brown. “At which point, Ofcom will have failed, through no fault of its own, in its endeavour to ‘enhance choice, diversity and innovation for consumers’”. Some industry insiders feel the time has come for commercial radio to stop blaming others for its poor performance and to start developing a coherent strategy to win back audiences from the BBC. They argue that the RAB could provide just such a vehicle for positive change, as opposed to doom-laden rhetoric.
[Submitted to 'The Radio Magazine', unpublished]
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
News: Role Of Radio Advertising Bureau To Be Expanded Within The UK Commercial Radio Sector ©2006 Grant Goddard