Tomas Granryd from Swedish Radio

Radio’s power to be a source of innovation in the digital age was celebrated before an audience of EU officials and stakeholders during a lunch debate hosted by the EBU Brussels Office on World Radio Day.

Discussions highlighted how the combination of free-to-air broadcast reception and broadband in ‘hybrid devices’ fosters new ways of interacting with audiences and personalising content.

Although seldom the core focus of the EU’s Digital Agenda policies, the event offered compelling proof how radio is more than ever fit for the digital age.

Figures show radio is listened to every day for three hours by an impressive 80 per cent of the European population. In Sweden, the figure is even higher. Swedish Radio – the most ‘trusted’ company in Sweden – is listened to by 85 per cent of the local population.

“We have to be everywhere, on every platform, collaborating with everyone,” said Tomas Granryd, Channel Manager P3-SR,  Sweden.

Mr Granryd told the lunchtime audience that radio players embedded on the Internet and the use of social networks allow broadcasters to get ever closer to audiences to personalise their listening experience. On hybrid radio devices, social media even allows listeners to directly interact with the radio DJ.

“We mustn’t forget however, that first and foremost radio is about sound, simplicity, free and easy access,” he said. “Don’t overcomplicate things, radio is easy! Think sound, and it’s ok.”

Rüdiger Malfeld from WDR

WDR Project Coordinator Rüdiger Malfeld followed with a presentation of the recent technological developments in the field of radio, spurred on by the advent of what he referred to as the ‘Swiss army knife’ of media – the smartphone.

“The story is about transforming radio from the old world to the new world of smart phones,” he said. “The seamless integration of weblinks in the DAB+ standard broadcast signal makes it possible for listeners to share music, get listening recommendations and interact. Hybrid radio also means enhanced and personalised news, traffic information and weather available on demand at zero additional cost.”

Mr Malfeld added: “Terrestrial broadcasting is still fundamental for radio in the digital world. It works in synergy with broadband to give users a seamless experience.”

The EBU firmly believes that the uptake of broadcast receivers in smartphones is crucial for the future of radio as free-to-air, easy-to-use and personalized medium, and will be of great benefit for listeners.

The most trusted medium in Europe needs to be present on today’s devices.