In Context: Radio Caroline’s brave (but wise) move to exit Sky EPGPosted: May 20, 2011
News this week from Radio Caroline which has confirmed today that it will be leaving the Sky EPG (Electronic Programme Guide) in a calculated move to focus its media spend on the forms of distribution which are most productive in terms of audience. The station will continue to broadcast on a satellite channel, which will be available by manual tuning, details of which are to be announced later.
The Radio Caroline statement:
Our recent survey into the listening habits of our audience has shown that only a small percentage are listening using SKY 0199.
The findings duplicated the results of a similar survey we carried out 2008 but showed satellite listening had fallen by a further 9%. At the same time on-line listening has increased by around 40% and continues to grow. This information came as we were considering whether to also obtain an EPG on FreeSat.
As a result of this we have tried, but without success, to renegotiate prices with both providers. Therefore we have decided not to proceed with FreeSat and to give up our SKY 0199 Electronic Programme Guide. This change may happen either soon, or in the medium term.
We will still have a presence on satellite but this will require manual tuning. It is hoped there will be no interruption to the service, but there may be a brief period of satellite silence while the changes are made. We will then explain how to tune Caroline in manually via SKY, FreeSat and any UK standard satellite receiver.
When the required information is provided to us, we aim to set up a dedicated telephone help line to assist listeners affected by the change. Information will also be on the web site.
There is a substantial cost saving that will result from this decision and we hope that this can be used for future expansion and to improve our current facilities.
As a presenter with Radio Caroline in both its offshore days and the current day operation, and as one of the people involved in the start-up of the satellite service in 1999, I can tell you that, despite a little apprehension at first, I can embrace this move as a positive step for the station.
When Caroline started its regular and ongoing satellite transmissions in early 1999 (taking in its own right a channel vacated by EKR, from whom it had been leasing airtime for the previous six months) satellite was pretty much the only game in town for moving forward on a legal footing, unless you wanted to sell out to corporate investors. Internet broadcasting, while technically an option, was in the most embryonic of states, with pretty dreadful quality, very limited numbers of streams, and dial-up connections making the listening experience one of limited bursts of music followed by “buffering” for most people.
In recent years, ever-increasing access speeds and technological advances in consumer hardware has changed the game profoundly, to the point where even TV (with its much greater bandwidth demand) is watched online frequently. (One example of this is that, according to official figures, 1 million people watched the latest episode of Doctor Who online via the BBC’s iPlayer within a week of broadcast).
There is now no real barrier to being able to serve listeners professionally online, and the advent of wifi radios and smart phones has made things even easier. I now routinely listen to Radio Caroline in the car in Dublin via an iPhone hookup, in a close to FM quality that is better than anything we could have wished for in our offshore days. And it’s not just Caroline that I listen to this way – BBC Radio 4 can now be listened to in areas outside its longwave coverage, and I use the iPhone to listen to the evening news on RTE Radio if I am travelling by public transport.
Broadcasting live from the Ross Revenge recently, I was delighted to see how many people were listening from all around the world – the USA, South America, Tokyo, Australia – where there is the net, now there is Radio Caroline. By far the vast majority of emails were from people listening online. Here in Dublin, many people I know listen to radio online via apps or wifi radios, but none use the Sky option (or are even aware that it is there – I’m talking “normal”, non-radio people here).
With such a growing and international audience for radio online, it now makes real business sense for Caroline to stop paying a huge five-figure sum just for the benefit of a few inches of screen space on the EPG, and concentrate that money on maintaining and improving the service in more productive ways. And, of course, the satellite will be there too, as a manually tuned option – just as it was for most of the early 2000s.
It’s very easy to cling to the familiar, but to survive in any business you have to not only become good at doing what you do, but also to know when changing what you do is the right thing to do.
Stay tuned to Radio Caroline for details of upcoming changes – via www.radiocaroline.co.uk – and keep enjoying the great album tracks from the last 47 years.