IN ASSOCIATION WITH

 About Us 

New media threatens Irish broadcasters
04-03-2008
by Deirdre McArdle

New technologies -- rather than the state broadcaster RTE -- are the key threat currently facing independent broadcasters in Ireland.

That was the message being sent out at the Independent Broadcasters of Ireland (IBI) conference, entitled "Towards 2012 -- the future for independent broadcasting in Ireland", which is taking place on Tuesday in Dublin. Over 120 members of the broadcasting industry in Ireland attended the event.

New media such as MP3 players, iTunes and the internet have superceded RTE as the main competitor to independent broadcasters, according to David Tighe, chairperson of the IBI. "Tradition would dictate that RTE is the big competitor for independent broadcasters, both in radio and television. But, in fact, new media is becoming more of a competitor than the state broadcaster."

In this 'Web 2.0' age, consumers have become used to instant gratification, whereby they can download their favourite songs without waiting for an album release, watch movies online before they hit the cinema, or check out their favourite TV programmes anytime they want via the internet.

In order to compete in this environment, Tighe urged independent broadcasters to "be creative to bring the buzz that was associated with live broadcasting back into vogue". He suggests the answer is "relevant content", which he said allows broadcasters to offer products that "internet sites or iPods cannot match".

Also speaking at the conference was Eamon Ryan, Minister for Communications, Energy and Natural Resources, who proclaimed "digital" the buzz word of the sector.

"Recent years have seen an explosion in the number and variety of new platforms through which audio and audio-visual content is made available and can be accessed. Traditional broadcasters themselves are exploiting new technologies -- from podcasting to MP3 players to web-streaming to the provision of content for mobile consumption. The situation is changing, digital is the buzz word and roles are blurring and converging."

Minister Ryan also discussed the proposed Broadcasting Authority of Ireland, which will carry on the existing functions of the Broadcasting Commission of Ireland as well as having increased supervisory functions with regard to public service broadcasters.

"The BAI will focus on the strategic issues such as licensing strategy, development and review of broadcasting codes, and will also fulfill an advisory and review role in relation to the activities and funding of public service broadcasters. In this regard, the BAI will have a key role in developing Irish broadcasting as it confronts new challenges and seizes new opportunities," he said.