Rolling Stones
Markus Knöpfli, a staff member at *Werbewoche*, on the new radio landscape.
Whatever one may think of the redistribution of radio and TV licenses, viewed objectively, the DETEC has at least managed to set some new priorities in the radio sector. These priorities could have a positive impact on listeners, advertising, and thus the industry as a whole.
First, there’s the fact that both Pierre Steulet in the Jura and Giuseppe Scaglione in Zurich each hold two licenses, allowing them to broadcast two program formats each. Since their stations aren’t supposed to compete with each other, they’ll keep the formats clearly separate. This adds some spice to the otherwise monotonous radio landscape. Hopefully, Roger Schawinski, with his radio station exclusively for adults, will contribute his share. And perhaps the three of them will also get the ball rolling in other regions with multiple radio licenses (Basel, Bern, Geneva). After all, why should Capital FM and BE1, for example, continue to target the same young audience and wear each other down in years of trench warfare? But once a few radio stations start targeting an older audience, a new, cross-regional advertising platform could emerge.
In the advertising sector, things are already starting to shift following the licensing decisions. Scaglione and Steulet, who had little to no say in the unspeakable pool squabbles of the past 20 years, now suddenly carry a lot of weight thanks to their dual licenses. Together with Schawinski’s Radio 1 and Günter Heuberger’s Radio Top, the ranks of publisher-independent stations are growing stronger. This will definitely challenge the Swiss Radio Pool (SRP)—dominated by Tamedia and NZZ radio stations—which is already undergoing a period of upheaval. It will also be interesting to see how IP Multimedia positions itself, given that it is losing its base, Radio Energy Zürich.
First, there’s the fact that both Pierre Steulet in the Jura and Giuseppe Scaglione in Zurich each hold two licenses, allowing them to broadcast two program formats each. Since their stations aren’t supposed to compete with each other, they’ll keep the formats clearly separate. This adds some spice to the otherwise monotonous radio landscape. Hopefully, Roger Schawinski, with his radio station exclusively for adults, will contribute his share. And perhaps the three of them will also get the ball rolling in other regions with multiple radio licenses (Basel, Bern, Geneva). After all, why should Capital FM and BE1, for example, continue to target the same young audience and wear each other down in years of trench warfare? But once a few radio stations start targeting an older audience, a new, cross-regional advertising platform could emerge.
In the advertising sector, things are already starting to shift following the licensing decisions. Scaglione and Steulet, who had little to no say in the unspeakable pool squabbles of the past 20 years, now suddenly carry a lot of weight thanks to their dual licenses. Together with Schawinski’s Radio 1 and Günter Heuberger’s Radio Top, the ranks of publisher-independent stations are growing stronger. This will definitely challenge the Swiss Radio Pool (SRP)—dominated by Tamedia and NZZ radio stations—which is already undergoing a period of upheaval. It will also be interesting to see how IP Multimedia positions itself, given that it is losing its base, Radio Energy Zürich.
