B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • NRL
  • WPP
  • Pinterest
  • Thinkerbell
  • B&T Women in Media
  • imaa
  • AFL
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Meta
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Mobile Networks Are Not a Replacement For Broadcast Radio
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Mobile Networks Are Not a Replacement For Broadcast Radio
Media

Mobile Networks Are Not a Replacement For Broadcast Radio

Vasinee Jordan
Published on: 1st December 2014 at 3:33 PM
Vasinee Jordan
Share
5 Min Read
SHARE

A report released by Commercial Radio Australia (CRA) and written by Professor Reg Coutts, finds that mobile broadband communications networks, particularly in regional areas, are not a replacement for broadcast free to air radio.

The report considers the potential for mobile networks to be expanded to a point where they are viable to accommodate all live free to air radio broadcasting at the same high quality to hundreds of thousands of listeners at the same time as a replacement for broadcast radio, and/or instead of rolling out DAB+ digital radio, which is currently available in the five major metropolitan cities.

The Coutts Report highlights that mobile networks in regional Australia are less cost effective compared to a potential DAB+ digital radio rollout in regional areas.  Even with upgraded 4G networks using the most advanced LTE broadcast mode, there are technical and economic reasons for radio to be delivered using free to air broadcast technology in both regional and metropolitan areas.

Following the submission to the Federal Government’s Digital Radio Discussion Paper earlier in the year, to assist with future planning, and to introduce into the general discourse the reality of technical capability of both broadcast radio and mobile networks for mass live and local free to air radio delivery, the commercial radio industry commissioned highly respected telecommunications expert, Professor Reg Coutts of Coutts Communications, to analyse the use of mobile telecommunications to deliver free to air broadcast radio in Australia.

CRA chief executive officer, Joan Warner said: “There are a lot of misperceptions around the future of broadcast radio, mobile networks and the delivery of radio online and this report shows it may not yet, or even in the longer term, be technically or financially viable.

“Listening to radio online is complementary and not a replacement of broadcast radio, whether it’s analogue or digital. Listeners use streaming as a convenient alternative. The commercial radio industry is continually assessing technological innovation and economic viability.  We recognise our listeners want to listen to radio wherever they are – in the car, at home, on their phone while in transit and as an industry we are constantly exploring the best way to achieve this.”

“Internet radio on smart phones by itself cannot substitute for broadcast radio. Broadcast digital radio is globally where innovation is happening. The Government is currently depriving regional listeners of digital radio unlike their city cousins who have both digital radio and internet radio. Innovative local radio broadcasters need broadcast digital radio which so necessary for regional communities to thrive in the future,” Professor Coutts said.

There are 220 commercial regional radio stations throughout Australia and, aside from questions over urban delivery, the report also suggests there is considerable uncertainty as to a plausible business model to support the upgrade of regional mobile networks from 3G to the most advanced form of 4G LTE Broadcast and it would also mean listeners would have to pay via their data plan for what they now can receive at no cost.

Importantly there would be significant impact on mobile cell capacity for other user’s applications (ie social media, internet browsing, video on demand etc) even if LTE Broadcast is able to be used to replicate broadcast radio’s live reach, robustness and quality. 

The radio industry has rolled out digital radio in the five state metropolitan capitals and like the television industry, who have completely switched to digital, is looking to secure its digital broadcast future by continuing a phased rollout of broadcast digital radio to regional Australia.

The findings of this Australian study are consistent with recent European reports which show mobile networks complement broadcast radio, but are unlikely to replace it in the foreseeable future.

The full Coutts Report is available here.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: CRM Director, hot breakfast, Project Clever Buoy, USA
Share
By Vasinee Jordan
Vasinee Jordan is a creative and driven communications professional with over 10 years' experience working within the entertainment industry. With career experience spanning both internal and external communications, specialties include: planning and executing strategic trade and consumer PR campaigns, writing media releases, producing media kits and marketing collateral, media relations, PR stunts, 3rd party promotions, red carpet events, managing talent interviews and executive profiling, celebrity publicity tours, directing photo shoots and styling, social media management, issues and crisis management, external stakeholder relations, and internal and corporate communications.

Latest News

Melissa Fein Unpacks Impostor Syndrome & Modern Career Challenges
14/07/2025
TV Ratings (13/07/2025): All Eyes On Japan As Travel Guides Welcome New Addition
14/07/2025
Former News Corp Execs Dale Foenander & Matt Paine Launch Lamington Digital
14/07/2025
Woolies Appoints Interim CMO As Andrew Hicks Makes The Move To M&S In The UK
14/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?