Poor research

Guest commentary Silvio Lebrument mistrusts radio research because it not only puts mountain regions at a blatant disadvantage.
Listener research. And Radiocontrol has achieved this. Uncertainty,
There is a lack of argumentation and communication among the
researchers. Queries are rarely answered. Solutions are
promised and rejected again. Nobody wants to take responsibility.
The parameters at Radiocontrol were "adjusted" a good two years ago.
On at least one radio, there was also a change from one to the other afterwards
year deviations of over 25 percent in the number of listeners. But that
affected radio station had neither changed its program nor its
coverage area has been reduced. Also, according to Radiocontrol, there has hardly
local listeners were lost. Only the out-of-towners seemed to vanish into thin air.
to have dissolved. In another case, the figures initially shot up
but halved again within two years.
Here, too, free jazz was not included in the program, and it was
no competitor is listed.

The researchers are doing a bad job. They are proving radio makers wrong,
advertisers and advertising customers a disservice. How should
Can radio producers improve their programs without reliable data? How should
be sold if there is no consistency in the research? Here
research has a direct financial impact. Proceeds
from national pools according to performance. The measurement of the
Performance is known to be based on radiocontrol figures.
This raises some questions: Is Radiocontrol suitable for some areas?
at least poorly prepared? Technically Radiocontrol was in
Order, was repeatedly assured. Is the system ultimately only suitable for
large, urban regions? Were the participants given the wrong
Promises made?

It is problematic to know that research is in the hands of the SRG. They
theoretically have access to the data of all competitors and could
This gives them a considerable competitive advantage. Conversely
this possibility does not exist. For example, there are radios that
direct competitors from this company have little to no experience of
can bring. One thing seems certain. Research disadvantages
radios in mountain areas. The inconsistency of the data speaks
for this.
In order to create clarity in research, the new RTVA lays down good
fundamentals. However, the current open questions will also
the arbitration tribunals and the Competition Commission
must.

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Silvio Lebrument is Managing Director of Südostschweiz Radio/TV AG