The adoption of mobile apps is set for discussion at next week’s Radio Asia conference in Hanoi, Vietnam.

While many large radio networks have developed their own apps, others are leaving it to the likes of Tunein, a generic app that streams 70,000 stations, to attract mobile listeners.

Asia Radio Today asked Joan Warner, CEO of Australia’s industry body Commercial Radio, for a sneak preview of her Radio Asia session all about killer apps for radio.

1. Asia Radio Today – How are apps changing the listening landscape?

Joan Warner, Commercial Radio – “Apps are another way for radio to interact with the audience. Radio has successfully adapted many forms of technology into the business model and is now doing the same with apps. Radio is able to capitalise on the strength of its free to air – live, local and engaging content and integrate apps to continue to go where our listeners go throughout the day.

However, apps and all online streaming of radio will not replace the broadcast efficiency of free to air broadcast – one to many radio. Apps and the streaming of radio on the internet are not a replacement of broadcast radio. Streaming requires too much bandwith and the more people that stream the more infrastructure and bandwith is required. Apps and streaming simply provide another way for some listeners to access radio and generally it’s for a short period of time.”

2. Asia Radio Today – Should stations have their own app or leave it to the likes of tunein?

Joan Warner, Commercial Radio – “There are two schools of thought on that. One that we need to be everywhere so we should be on aggregators like Tunein but on the other hand the industry in each country should control its own app as well. Besides aggregators like Tunein take advertising and with no cost to them they are using our content to make money. This issue needs to be considered a little more by radio broadcasters.

For Australian broadcasters, apps come under two categories. An “access app” – that allows a listener to download an app to stream the station on their phone or tablet. A very successful model is a DAB+ digital station app, allowing listeners to get digital radio on their mobile device, while we await telcos to incorporate DAB+ chips in mobile phones. The other type of app is an “interactive app” – which many stations have produced for a specific station promotion or competition and to continue the interaction with the audience after a particular on-air shift ends.”

3. Asia Radio Today – What are some of the creative ways you can engage with listeners through an app?

Joan Warner, Commercial Radio – “Competitions and promotions are a clever way to drive interaction with listeners through an app. We have seen a very successful “virtual car chase” competition developed in Australia using an app. A station teamed up with a motor company and gave away cars and cash using an app and generated increased interaction. The app made it to number 4 in the Apple Australia stores game and strategy category.”

4. Asia Radio Today – Do apps lead to increases in audiences?

Joan Warner, Commercial Radio – “Well radio audiences in Australia are very healthy. We see apps as just another way of retaining the massive 98% of Australians that already listen to free to air radio in Australia and providing another way to interact with them. We also see apps as “convenient” for listeners that allow them to listen anywhere anytime just as a car radio allows them to listen in the car. Clever promotions using apps have had a positive effect on audiences when used in conjunction with the broadcast stream. For example the 25-54 female demographic targeted with the “virtual car” app increased by 5% during the promotional period of the competition and the station share across the workday increased by 10% overall. An app can extend the interaction with the audience throughout the day.”

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Radio Asia 2013 is organised by the Asia Pacific Broadcast Union. It is being held from in Hanoi, Vietnam from July 29-31. You can find out more at www.radioasia.org.  Asia Radio Today will have another preview later in the week.