Year of Graduation
Transformation of the Business-Models of Radiostations in the Context of Development of Digital Radio
Faculty of Media Communications
The main purpose of "Transformation of the Business-Modelsof Radiostations in the Context of Development of Digital Radio" was to identify changes in the business models under the influence of radio broadcasting digitalization process . Digital broadcasting involves not only digital content production, but also digital distribution.The first chapter of the study included the following tasks: to study the definition business model; to reveal the features of media/radio business models; to show the basic business model of Russian radio stations and to describe the main sources of incomes. In the second chapter, the focus was on the experience of European countries in the implementation of digital radio standards; case studies of several European stations ( Norwegian NRK; Dutch OMP and 100 % NL) and identification of changes in the business models of stations in the transition to "digital broadcasting" ; the conditions for adoption the standards of digital broadcasting in Russia. In the third chapter, the author discribed various digital platforms; includede an expert survey to identify changes in the business models of stations (on multiple digital platforms); showed possible ways of development of digital radio.The following methods were used: a comparative analysis; document analysis, expert interviews, case studies. The empirical basis for the thesis are the results of the expert survey. A total of 13 experts were involved (8 Russian, 5 foreign) .There were confirmed all the hypotheses: a business model of digital terrestrial radio doesn’t have any differences from traditional ones; public stations usually start the process of switching to digital terrestrial broadcasting, the commercial broadcasters are the followers; the broadcasters have not yet learned how to monetize the audience of digital platforms.Among the major findings: the public stations are interested in increasing of coverage and reduction of distribution costs. Commercial broadcasters are in a more difficult situation, trying to save its audience share in the «new market». During the transition period the costs for distribution are doubled (since the stations simulcast on analogue and digital).Multiplatform radio is already present in all the markets in different forms (from online-radio to Apps), but broadcasters are not yet able to increase their non-air revenues. The most successful gain only 15% of total revenues on digital audience.The author puts forward three possible scenarios for the development of radio broadcasting: parity of broadcasting and the Interne; Internet wins; digital broadcasting wins. The most dangerous future for broadcasters will be the development of broadband Internet because they will lost their market shares.