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ftm Radio Page - August 31, 2012

Broadcaster demands measurement change
“Some are reluctant”

NextRadioTV CEO Alain Weill wants a new system of radio audience measurement in France. Calling the Médiamétrie telephone survey “reliable but obsolete,” M. Weill is pushing electronic measurement, reports Les Echos (August 30). NextRadioTV owns national radio channel RMC and television channel BFM TV.

Interest in passive electronic measurement for radio went through a surge about a decade ago as measurement providers sought to offer an alternative to telephone and diary based surveys. Media buyers and many, but not all radio programmers fell in love with the technology and the potential for minute-by-minute results. M. Weill noted that the Médiamétrie telephone survey cannot effectively measure audience shifts around major events like the recent London 2012 Olympic Games.

Tougher economic times brought an end to the passive measurement buzz. UK joint industry measurement provider RAJAR rejected passive measurement after several trials. Germany’s AG.MA didn’t bother with trials. Médiamétrie promised to investigate a smartphone-based measurement tool in July 2011 but interest waned. (See more on audience measurement here)

Only NRJ Group has joined NextRadioTV in support of passive electronic measurement for radio in France. “Some broadcasters are reluctant,” said M. Weill. (JMH)

Change comes to national station in pain
Lack of audience is “very real”

Ailing French national radio channel Virgin Radio will have a new music format and, possibly, new ownership partner by the end of September, reports Les Echos (August 28). Lagardère Active Media owns Virgin Radio, a hit music channel, that failed to catch on five years after the company scuttled the Europe 2 brand, which also suffered. Expectations are that Lagardère will relieve itself of majority ownership.

Earlier this year former NRJ executives Emmanuel Jayr and Roberto Ciurleo, current owner/operators of web radio portal Goom Radio, were informally retained to “audit” Virgin Radio in advance of a format change. This summer that arrangement expanded to tacit management of the channel with music direction moving toward pop-electro-rock. Citing unnamed sources, Les Echos (August 27) reported that discussions have become “very real,” including the possibility that Goom Radio would take 51% ownership and manage programming and Lagardère selling advertising. There is no indication that the Virgin Radio brand name will be ditched.

In recent Médiamétrie surveys of French radio listening, pop music legacy NRJ has rebounded as speech-based channels have held a lock on audiences. (See more on media in France here) (JMH)

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