THE MEDIUM WITH PROMISING FUTURE RADIO IN CENTRAL AND EASTERN EUROPEAN COUNTRIES Edited by Stanisław Jędrzejewski Wydawnictwo KUL Lublin Proofreading by Siôn Williams Cover design Agnieszka Gawryszuk Computer design Antoni Fetkowski Copyright by Wydawnictwo KUL, Lublin 2007 ISBN 978-83-7363-581-4 Wydawnictwo KUL ul. Zbożowa 61, 20-827 Lublin tel. 0-81 740-93-40, fax 0-81 740-93-50 e-mail: wydawnictwo@kul.lublin.pl http://wydawnictwo.kul.edu.pl Druk i oprawa Wydawnictwo SOWA Sp. z o.o. ul. Hrubieszowska 6a 01-209 Warszawa TABLE OF CONTENTS Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Stanisław Jędrzejewski, Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 9 Tomasz Goban-Klas, Radiomorphosis cultural and technological aspects of radio development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . 13 I. RADIO – MEDIA WITH SOCIAL RESPONSIBILITY Stanisław Jędrzejewski, Radio in Central and Eastern Europe in transition era . . . . . . . . . . Anja Herzog & Uwe Hasebrink, User participation and media accountability in Central and Eastern Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . Christos Barboutis & Angeliki Gazi, A comparative analysis of CR in Greece and CEE: A symbiotic relationship as a basis for the formulation of a European audiovisual policy . . . Mirosława Wielopolska-Szymura, Public radio – market or mission? . . . . . . . . . . . . . . . . . . . . 23 35 51 67 II. RADIO AND POLITICS Thomas Kupfer & Sven Thiermann, Experiments not allowed? The transformation of broadcasting in Eastern Germany and non-commercial local radio . . . . . . . . . . . . . . . . . 79 Maria Hołubowicz, Polskie Radio and its coverage of world information by foreign correspondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 91 Guy Starkey, Regulation and democracy: public service broadcasting, commercial competition and participatory radio in the XX and XXI centuries . . . . . . . . 99 6 TABLE OF CONTENTS III. RADIO MODELS AND GENRES KALEIDOSCOPE Urszula Doliwa, Student radio in Poland and in Germany – a comparison . . . . . . . . . . . . . . . . 113 Michael Forsman & Fredrik Stiernstedt, The decoding of a format: Examples from music radio productions in Sweden and Estonia . . . . . . . . . . . . . . . . . . . . . . 123 Anna Chruścicka, Representation of women in Polish Radio advertisements . . . . . . . . . . . . . . 141 IV. RADIO: CULTURE AND THE NEW TECHNOLOGY Bernadette Geuy, A case for POD-Drama. Portable theater in your ear . . . . . . . . . . . . . . . . . . . . Carmen Peñafiel-Saiz, Radio in the era of convergence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Bartłomiej Łódzki, Radio and new technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Jędrzej Skrzypczak, Legal frame of NETRADIO – a project for public radio regional stations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . 149 165 177 185 Bartłomiej Łódzki University of Wrocław RADIO AND NEW TECHNOLOGY The era of the analog radio is on the verge of ending. In connection with this, the question arises of whether radio will survive or not. The answer, in my opinion, is unequivocal. Radio will not only survive but will develop further. This medium, due to the process of digitalization will take advantage of new possibilities. Radio can become a king-sized medium for all the receivers. It will offer beyond the new sound quality a completely new service, dedicated previously entirely for TV or the Internet. In n 2003, Robert Rabinovitch, President and CEO of CBC/Radio Canada said, “In the 1950’s, many feared that the advent of the television spelt the demise of radio. At times during the 20th century many believed radio would destroy the printed word. Yet people still read newspapers every day. And half a century later, radio is robust and profitable. It has defined its role to suit its advantages”1. Observing the increase of new technology, I can see four main directions in the development of radio. Firstly, there is terrestrially available radio. The next direction is digital satellite radio. The broadcasting of radio via digital TV platforms gives also many possibilities (third direction) and the development of independent radio stations on the Internet. It is surely the case that soon other forms of broadcasting will also appear, where radio will find its place to maintain its listeners. We will owe it to such solutions as 3G or 4G mobile technology and other multifunctional equip1 New Media & CBC/Radio-Canada: No Choice, http://www.cbc.radiocanada.ca/speeches/20031210.shtml 178 BARTŁOMIEJ ŁÓDZKI ments (e.g. the i-POD). The future of radio depends on these new technologies. In this paper, I would like to present different ways of developing the oldest electronic medium and show the level of digitalization of radio in Poland, using the example of public Polish Radio. 1. Terrestrial digital radio The AM technology was created in the 1920s and FM twenty years later. From then on, radio has not modernized. Changes of necessity and other modernising were noted in 1980’s, when the German Institut für Rundfunktechnik established the theoretical foundation of DAB (Digital Audio Broadcasting). In 1995, the first test transmission was made. Eureka 147 was the name of the technical projects provided by broadcasters, research institutes, network operators and consumer electronics. Only in 1995 was Eureka 147 acknowledged as the binding terrestrial radio broadcast in Europe. In 2005, according to the official information of the DAB World Forum, DAB had about 1000 service reaching over 500 million people worldwide. Hundreds of services were commercial stations. Forty countries worldwide implemented or tested a DAB network. Commercial DAB radio stations have broadcast since 1998. The DAB system has the possibility of developing. It offers a high quality of sound and parallel broadcast additional dates (“multiplet”) and also very good, clear reception. Radio stations can be broadcast in blocks 1.5 MHZ. A transmission of six CD quality sound stations or twenty monophonic talk stations is possible on these frequencies. Additionally, a programme can be supplied with information which in turn is displayed on screens. Along with the development of the new system, a boom in the production of receivers is self-evident. A popularization of the system will bring about a decrease in the prices of new radio receivers. Modern receivers are called “intelligent sets.” They enable listeners in pressing one button, the choice of station not according to the frequency as happens today, but according to their names. An additional trump card of the new system makes the possibility of RADIO AND NEW TECHNOLOGY 179 broadcasting radio stations on the same frequency countrywide a reality. This is no doubt a permanent facility of listening to the radio whilst driving. The DAB receiver can stay tuned into one frequency all the time. Listeners also have the possibility for precision in their choice of programmes. Some broadcasters transmit extra data along with the radio programme which identifies what sort of programme it is2. Modernising the quality lived to see also Short, Medium and Long Waves. It was possible due to the DRM system.. Through digitalisation, it will be possible to receive crystal clear sound on these kind of waves as with the DAB system. A consortium, which attends to the development of DRM was formed in 1998. DRM’s members are broadcasters, broadcasting associations, network operators, manufacturers, research institutions, regulatory bodies, NGOs and others who are creating a universal digital system for the broadcasting bands below 30 MHz.3 Nowadays, with regard to the issue of the programme via the DRM system, broadcasters in over twenty five countries from different parts of the world, among others Tunisia, Germany, China, the United States, Finland, the United Kingdom, Japan, Spain and Australia. Among the larger stations it is necessary to mention the BBC and Deutsche Welle. These programmes are available in Poland via the Internet and also very often, via free software. It is not necessary to buy very expensive new radio receivers. The DRM system, similar to DAB, gives a lot of possibilities to broadcasters and listeners. Regardless of the place where a radio is listened to (e.g. in a city, in the mountains or in a deep forest), a received signal will be always be of the same quality. DRM also delivers textual data, through which it is possible to find stations by name. The cost of buying a new receiver is lower than for a DAB receiver. The new system enables a greater fl flexibility exibility of broadcast production and other programmes. An essential advantage for broadcasters is the possibility of extending advertising-data by text messages. The DRM system, like the DAB system, sets a new standard of making and broadcasting radio issues. 2 3 http://www.worlddab.org http://www.drm.org/consortium/history.php 180 BARTŁOMIEJ ŁÓDZKI An interesting solution is also a HD Radio technology. This solution is TV-dedicated but also radio-dedicated. The HD system does not demand separate broadcasting frequencies because the signal of the digital issue overlaps the analogue FM signal sent out by the traditional transmitter. Listeners obtain much better sound quality and a richer content of programmes. 2. Satellite digital radio Satellite atellite digital radio can be an alternative to a relatively expensive system of terrestrial digital radio. Its prototype was a pay per view TV (PayTV). The listener, in buying a suitable device (the receiver) and repurchasing the subscription, has access to tens or even several hundred thematic channels and commercial-free channels. The signal is broadcast on satellite. Currently, the main providers of such a solution are the two American projects, SIRIUS and XM4. In 2006, both platforms offered nearly 200 channels each. For a monthly subscription of $12.95, the listener has the possibility of receiving the highest quality thematic programmes, which are selected by style of music or information – news and information, weather, children’s stations and others. To develop and popularize these projects, Sirius and XM co-operate with the car market and dealers and the producers of radio receivers. They have also a strong presence on the Internet. The aim of this strategy is the installation of new facilities and receivers in cars and households. Both platforms have initiated co-operation with producers such as, Audi, BMW, Chrysler, Dodge, Ford, Infiniti, Jaguar, Jeep(r), Land Rover, Lexus, Lincoln-Mercury, Mazda, Mercedes-Benz, Mini, Nissan, Scion, Toyota, Porsche, Volkswagen and Volvo. 3. Radio via DVB platforms In many countries there exists the possibility of receiving a part of traditional, already existing stations, via digital TV platforms. A user, 4 http//:www.xmradio.com; http://www.sirius.com/ RADIO AND NEW TECHNOLOGY 181 possessing a set to receive digital TV (DVB – Digital Video Broadcasting) – a satellite dish and a digital tuner, has possibility of watching and listening to thousands of programmes. In this case, is not necessary to buy a new radio receiver. In this way, a listener receives very high quality sound. Not all radio stations broadcast their signal for free to everybody. Many times the reception of radio stations is possible only on the paid TV platforms. A user, paying a monthly TV subscription, has access to coded stations. In Poland for instance, this kind of reception is possible through cable operators like Vectra, Multimedia and digital pay TV stations like Cyfra Plus and Cyfrowy Polsat. 4. Internet radio Internet radio, in my opinion, can be the cheapest solution for broadcaster. This kind of radio is completely terrestrial-independent. To listen to this kind of radio, a receiver requires hardware and software. For people who do not have it, the cost of buying it can be really high. The listener needs to buy a computer with music cards, software, loud-speakers or headphones and for all of these, a link to the Internet. It may be consoling to note that prices are falling. The ease of receiving and the comparatively low costs of broadcasting are the reasons for the very rapid development in this type of radio. A majority of FM stations are available on the Internet. In Poland, all the biggest commercial stations and all public radio stations are. Also developing quickly are private, often amateurish stations. They live off the proceeds of the sale of advertisements and of paid Internet banners. Commercial portals specialising in thematic stations are also developing – for example in Poland, there is www.polskastacja.pl, and many others.. A phenomenon of specialization and thematic of stations is visibility of Internet radio stations. Some Internet stations broadcast styles of music unavailable in typical, “common formats” radios, such as RMF FM, Radio Zet or Polish Radio in Poland. Results of this author’s short analysis show, that Polish Internet stations specialised in all kind of dance, techno and rock music. There are stations with country music, jazz, folk, convivial and disco music. Stations with older music (1960’s and 1970’s) have also appeared. 182 BARTŁOMIEJ ŁÓDZKI The quality of sound may be a weakness of Internet radio. The quality of sound depends on the quality of server, music format (on the side of the broadcaster), the Internet connection and hardware (on the side of the listener). Different music formats are delivered by the broadcaster enabling good quality of sound for everybody, independently of the Internet line. More and more internet stations are making it possible to listen to stations of very high quality sounds. Sound can be really crystal clear. These kind of solutions are also available with paid subscriptions (www.di.fm or www.radiozet.pl). A limited number of listeners is an indubitable disadvantage of radio on the Internet. Depending on the server, a count of listeners amounts to between 10’s and few thousands. Below, there are selected main Polish Internet stations. Name of station Country Canals www.radiosfera.pl Poland mix, house, dance, old, trance www.polskastacja.pl Poland Polish hits, Polish golden hits, top hits, only rock, party, tracks, jazz, feast and folk, Polish classic station, music for couples, soundtracks, hip hop, disco polo www.megastacja.pl Poland mix, rock, Polish, disco polo, megadance, house, mystic, hot 5. Mobile radio Mobile radio has enjoyed popularity since the time of development of FM standard. Nowadays, when technology has developed, radio is installed almost everywhere – on mobile phones, pen drives and MP3 players. A stable demand for radio shows the strong position of this medium vis-a-vis other media. In spite of the loss of advertisement shares by radio, the situation could change in the future. The development of 3G and 4G mobile phone technology will enable us to receive not only TV and the Internet but digital radio also. There is a place for radio on the 3G and 4G mobile platforms – radio with the same features as today (attendant medium) and new elements with high quality sound, data services, pictures on screens and other functions. RADIO AND NEW TECHNOLOGY 183 6. Digital radio in Poland I would like to show the direction and the level of digitalization of Polish radio. As my example, I took Polish Public Radio, the oldest and principal radio station in Poland. My information is based on the annual report of Polish Radio. Polish Radio is the only electronic medium which has started since 1996 with experimental broadcast of DAB signals in Poland. The signal was broadcast on bands between 104-108 MHZ. It complicated TV stations daily work. A few years later, Polish Radio had a new transmitter for DAB (on channel 10B as recommended by European institutions). This experiment was aborted 2 August 2005. This decision was connected with many problems, the principle ones being, the dissemination of radio receivers and the high prices of new radio receivers. Polish Radio is interested in launching a local station using DRM or HD system. It is co-operating with TP Emitel Sp z o.o, the Communication Institute, an American company Broadcast Electronic and producers of receivers. The advantages are not great but the work continues. The main problem for Polish Radio, is that TP Emitel is the sole owner of broadcast stations for DRM (a company connected with the biggest telecommunication corporation in Poland, Polish Telecom). Only TP Emitel can further develop a network of broadcasting. Good co-operation between Polish Radio and TP Emitel is essential when it depends on the DVB-T system. Radio and Polish TV have the first common multiplex where all Polish Radio stations are available. The problem arises because an experimental signal is available only in Warsaw and Wroclaw. Currently all Polish radio stations are available via Internet5. Summary Although radio had a period of technological stagnation, it will soon have the possibility of developing through new digital technology. The worth of digitalization is almost unlimited. To use the 5 Sprawozdanie zarządu polskiego radia S.A. z wykorzystania wpływów abonamentowych na realizację misji publicznej od 1 stycznia do 31 grudnia 2005. 184 BARTŁOMIEJ ŁÓDZKI new possibilities fully, appropriate legal steps should be taken so that all investment outlays should be made available to enlarge the production of radio receivers. It should make it easier to form new legal bases for new radio stations. It is especially important because all the directions in the development of radio as described by the author above need new hardware. Subsidies are provided to buy new receivers to popularize digital television in Europe as in Poland. Others form of donations are also possible. There could be for example, tax relief for buying digital hardware. Advantages could also be obtained by companies producing the new receivers. In the opinion of many researchers6 and people involved in media, it will cause the growth of radio stations currently available only via DVB platforms. In view of the high costs of building the terrestrial network of digital radio, this solution will dominate Europe including Poland in the next few years. 6 International conference, Lublin, Poland, 8-9 June 2006.