RDE12 Petra Marsteller

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RDE12 Petra Marsteller

  1. 1. The future for radio in cars “Interactive Radio” A promising future for radioA joint project of Volkswagen, Hit-Radio Antenne andNorddeutscher RundfunkPetra MarstellerHit-Radio AntenneRadiodays Europe 2012, Barcelona
  2. 2. Agenda• Interactive radio – Project focus• Interactive radio – The trial run• Interactive radio – The accompanying research• Interactive radio – The futureThe future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  3. 3. The good old days! The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  4. 4. Today, anything is possible in anetworked multi-options society. TV Blogs Print Anytime – Anywhere – Anyhow Tablets Podcast • Personal/individual • Interactive Chats Internet • Mobile/portable • Independent of time and place Mobile Radio phone Texts Cinema The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  5. 5. What remains is the need foremotionality, individuality and a“social belonging”. The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  6. 6. Radio is close to the listenerRadio is the No. 1 daily companion Stimulating emotions Anchored in the region Available mobile anytime 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
  7. 7. 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
  8. 8. The future – interactive radioOur 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
  9. 9. Interactive radio – in the carOn the road to the “Personal Radio Cloud”Personalised Location-based Fee-paying On-demand services subscriptions special interest +In-depth Background: Advice: Service: Costa Concordia trips for kids allergiesLinear signal Music News Music Traffic news Music Weather MusicTimeshift News Traffic news WeatherThe future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  10. 10. The future for radio in cars ̶ “Interactive Radio”THE TRIAL RUN
  11. 11. The trial runTest 29 August – 16 September (Mon–Fri)Technology iPhone app in the carStations Hit-Radio Antenne and NDR“Hotkey” content News, traffic news, weather, archiveAdditional 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
  12. 12. Timeshift products + archive Thematic image Headline teaser Text teaser The latest news, traffic news and weather reports available anytime via a hotkey. Archive of “additional content” from the previous 24 hoursThe future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  13. 13. 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 future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  14. 14. The future for radio in cars ̶ “Interactive Radio”THE ACCOMPANYING RESEARCH
  15. 15. The research programme When? How? What? Preliminary Standardised Areas of interest & questionnaire commuting behaviour of focusResearch goals: grouptrend analysis! Trial run Daily logbook of Daily remarks each user “likes & dislikes” End of trial run Standardised Concluding poll questionnaire End of trial run Personal interview / In-depth Group discussion concluding poll The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  16. 16. The appeal of interactive radio RatingHow do you rate the opportunity of very good goodbeing able to access additionalinformation to supplement theregular radio programme? 100% rated the interactive radio service as good to very good! Source: VW Group research, Nov 2011 The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  17. 17. The appeal of the archive function Appeal very good goodHow do you rate the availability of poorall daily content in an archive? very poor 85% rated the archive function good to very good! Source: VW Group research, Nov 2011 The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  18. 18. The desire for a personal profile RatingWould you like a service yeswith content tailored to noyour personal range ofinterests? 80% would like personalised content. Source: VW Group research, Nov 2011 The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  19. 19. 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
  20. 20. User quotes from the concluding personalinterview• “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
  21. 21. Interactive radio – in the carOn the road to the “Personal Radio Cloud”Personalised Location-based Fee-paying On-demand services subscriptions special interest +In-depth Background: Advice: Service: Costa Concordia trips for kids allergiesLinear signal Music News Music Traffic news Music Weather MusicTimeshift News Traffic news WeatherThe future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  22. 22. Interactive radio – old strengths, new chancesOn the road to the “Personal Radio Cloud” Knowledge Corporate radio Children Trade & industry Health Stocks & shares Religion Comedy Travel My region Cars Music Animals Cinema Events Wellness The economy Audio books Business news The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  23. 23. Interactive radio is the radio of the future Easy to customise Interactivity parallel with other activities Transferring Web usage models to radio The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne
  24. 24. “An idea is nothing more nor less than a new combination of old elements.” (James Webb Young, US advertising expert & visionary, 1965)The future for radio in cars – Interactive Radio Petra Marsteller, Hit-Radio Antenne

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