Arbitron and Edison Media Research just released their Internet and Multimedia study and it's no surprise that on-line radio listening in the workplace is growing fast. In 2007 12% said they listen on-line while they work compared with this years study which grew to a very robust 20%.
We don't question the expense of keeping the transmitter on the air and we can't (shouldn't) question the cost of streaming when it is very clear that our listeners are moving their radio listening on-line.In many ways this is a dream come true for broadcasters. No building penetration issues anymore; no disparity between Class A and B/C signals anymore; and the opportunity to provide visual artist/song/promotional information accompanying every stream. There are few desktop radios that have RDS.
Of course, with it comes new competition and infinite choice. So we better be at the top of our game. No one ever said it was going to be easy.
Here's a short steaming basics checklist:
>Make sure the stream sounds good.
- decent audio quality (equal to FM)>Monitor your stream feed to ensure it does not go off the air
- well produced
- no dead air
- DO NOT repeat the same PSA over and over and over again
>Remember your stream lags behind your terrestrial signal and will impact call-ins and contests
>Aggressively promote on-line listening as you would your terrestrial signal
>Make your stream open access (don't limit the stream to a proprietary player)
>Streaming listeners, already computer friendly, are strong database prospects--don't miss out on that opportunity.
>Use your stream to leverage your other on-line initiatives
