August 2010
Tracking Digital Radio Listeners> New CRA Standards to Impact Creative Agencies> Gas Fires Up Voice Talent App> Small Things Can Solve Big Problems
Digital and Internet Questions Now Standard in Ratings Diaries
More than a million Australians are now listening to radio over the Internet or DAB+ receivers each week.
The figures are now routinely collected with the Nielsen Radio Ratings. Listeners are being asked to nominate radio listening on the Internet and DAB+ as well as analogue stations.
However, the data isn't yet being included with the standard ratings.
With digital radio now marking its first year of broadcasts in Australia, more than half a million people are tuning in to digital radio each week, according to Commercial Radio Australia.
Are you tuning in? If so you can vote in our poll. We'd be interested to know how people in the industry are listening in.
With the 'viewing' audience for radio in its infancy, now is the time for agencies and advertisers to begin trying out the opportunities presented by the new platforms.
And remember that all the current stations are also simulcasting on DAB+ and most stations are also streaming on the Internet.
The CRA website has audience numbers and a list of digital radio stations released last week, marking the first anniversary of digital radio broadcasts.
The
DigitalRadioPlus website has research released at the Australia Broadcasting Summit in March, which includes information on why people have bought digital radios and comments on experiences of digital radio so far.
Piñata is a new file standard introduced by CRA for digital radio commercials, but Piñata files can be used for analogue broadcasts as well.
The new file standard was introduced because although digital radio broadcasts text and image as well as audio, the different media are broadcast from two different systems.
So, the Piñata file format ensures all the elements are packaged correctly for dispatch and then can be broken open at the radio stations, for loading into the correct broadcast systems.
On July 1st, CRA officially introduced the Piñata file standard, as well as standards for the content of radio commercials for digital radio. By November 1st all radio commercials must meet the new CRA Standards.
So we're advocating that agencies and studios get started as soon as possible.
That way you (and your clients) will know that every radio commercial you're dispatching meets the CRA specs.
Lifting audio from TVCs or creating fake .wav files from MP3s does not meet the CRA specs.
The Digital Radio section of this website has all the
specs and technical information and a
plain English Guide to what it all means, if you need a thorough review.
For agencies there is one very important standard that will create headaches if you don't prepare now.
CRA has introduced naming conventions for key numbers. After November 1st any key number that doesn't meet the standard won't be broadcast.
Naming conventions for audio, text and image
15 characters maximum
The last 3 characters should be reserved to identify a revision of material (see Revisions below)
No spaces or punctuation, other than a dash "-"
REVISED Key Numbers to include a "-" (dash) and up to 2 additional characters
All ALPHA characters must be uppercase
Examples: CCSG-PAD1230 or revised CCSG-PAD1230-R1.
So, a completed Pinata file would have the file name CCSG-PAD1230.bwf containing the following multi-media elements:
CCSG-PAD1230.wav (audio file)
CCSG-PAD1230.txt (DLS or RDS text file)
CCSG-PAD1230.png (image file)
Revisions
Any revision to any element of a multi-media Piñata requires that ALL elements have their key numbers revised.
Any Key Numbers which exceed revision 'R9' will not be accepted.
A completely new Key Number will have to be generated for any commercial that has had more than 9 revisions.
The Piñata software automatically checks that key numbers meet the new standards.
Production Studios have been given software to package Piñata files and radio stations have software to cart the audio, text and images. All they need now are commercials!
Normal audio-only commercials can be packaged into a Piñata file. There are two benefits from doing this:
1) The Piñata software automatically checks the key number is the correct format
2) The Piñata software automatically checks the audio file is the correct format.
The deadline for the new standards is November 1st, just as we're all gearing up for Christmas, so employ the Scouts' motto: Be Prepared!
Particularly with regular radio clients, start by adding client logos and tag lines to radio commercials.
Apart from getting practice with the new elements and the Piñata process, all radio stations are simulcasting on digital radios, so listeners with digital radios will be able to see the client logo and tag line too.
Most stations are also simulcasting on the Internet and via iPhone apps, (you've probably seen album art, song title etc) so, you could be getting your clients' art up on the 'Net and iPhones too.
Here's the specs for text and image:
Images:
File formats: JPEG; PNG; APNG
Size: 23kilobytes maximum
Aspect ratio: 320w x 240h
Orientation: Landscape
Animation: 10 frames /sec max.
Tagging standard EXIF image data
DLS - Dynamic Label Service: (text)
128 characters max per label
Font style: Determined by the receiver
Font size: Determined by the receiver
This is an easy way for you and your Production Studio to become familiar with producing Piñatas with image and text elements as well as audio.
Remember, the Piñata packaging software will double-check that the key number, audio, text and image all meet the CRA standards.
Remember we're just getting started, that's why we're advocating logos and tag lines. Advertisers know what they look like already. You can begin by taking the logo and text on a USB to the Studio and approving the package in the studio.
Or you can approve the audio off-site as per usual, and get the Studio to sign off on the Piñata once the logo and tag-line is packaged up.
As we said, we're just getting started. In the near future we'll be streamlining the Pinata process for studios, agencies and radio stations, so if you have any suggestions, please let us know. Or tell your studio.
If you have any questions about the Piñata or the standards, we've got lots of information on our website.
Also ask your Production Studio, or ring the AudioNET support line 1800 003 155.
It's really time you started tuning in. So you know what you're missing:
Classic Hits Live. 25th anniversary of Live Aid concert. Amazing interviews with Bob Geldof, Billy Connolly, and a lot of the artists that performed. Audio clips from the concert. Interesting, emotional, uplifting and inspirational radio. (Verity's been listening for a week and driving us all nuts raving about it.)
Koffee Describes itself as music to chill out with. We particularly like Ku de Ta radio live from Bali on weekend mornings.
Also Austereo's Pink Radio last year was really well put together. A bit repetitive, but some good interview material. Especially the studio visit with Hamish and Andy, when Pink tattooed Hamish while they were on air chatting.
If you've heard any great digital radio to add to the list, let us know.
At AudioNET we're very enthusiastic about digital radio, (just in case you hadn't noticed.)
The key benefit of DAB+ is that it will broaden the perception of radio among listeners and advertisers. We think it will also finally push radio above its habitual 8% share of media spend. Share your thoughts on our radio blog in the
Green Room
Sound Studio GASinc has developed the world's first iPhone app for voice-casting.
The app, called Talent Please locates voice talent and sound studios from anywhere in Australia and the World. Users can search by location, age, gender and apply over 40 different voice styles, ensuring Talent
Please delivers a search result perfect for their brief, every time.
"The idea is to provide a professional tool for the industry" GASinc Managing Director, Rodney Lowe says.
"Quite often we're asked for someone new and fresh, and there's no central place to access these gems quickly and easily."
The free lite version of the app is now available on iTunes and an extended version, with preview links, favourites and shortlist functionality will be launched in the next few months.
Any talent, agents or agencies interested in registering, contact info@talentplease.com or you can check out their
website.
Talent of a Different Kind?
GASInc in Sydney is seeking a radio producer/studio co-ordinator for 6 months to replace Rebekah de Melo Franco while she goes on maternity leave. Applicants with previous studio experience will be given preference for the job, which begins in late August. Email CV and short cover letter to
rebekah@gasinc.com.au.
Also new Fairlight in Melbourne
GAS is showing off its new Fairlight EVO console. Fairlight's Xyenrgi controllers and CC1 technology have been installed across all the studios at GAS.
General Manager Les Molnar says "Fairlight is once again showing why it has continued to be a leader in digital sound quality all these years. The controller and switch technology will definitely streamline our production and with the incredible sound quality will push the boundaries for sound production even higher."
Stephen Renfree says fate provided a great location, the team worked on a great design and with a little help from their friends they've built new studios that feel like they've ben there forever.
"Yes we've moved and pretty much settled in, thank goodness. Apart from the odd glitch with the phone!
It's been big. We realised late last year that the lease on the building we were occupying would expire this year, in September. The decision was made by everyone who occupied the building to move out.
Also we figured that, in a perfect world, we'd like a little more space, and the old building, as beautiful as it was, wasn't exactly flexible.
We found 4 Douglas Street really quickly. It was the second building we looked at, so we figured we should look at some more. Then someone else saw it, and took
up the option. Just after Christmas it fell through for them, and we hadn't seen anything that came anywhere near it, so we signed up.
Building started early February. We all had a crack at designing it, with our wonderful builder Fab Spirano pulling us up before we made any terrible mistakes, and solving lots of problems for us. Lucy Feagins, daughter of OBM Creative Director Chrissie Feagins, did all the interior design work, in conjunction with Polly. Lucy's a bit of a star; author of The Design Files Blog, columnist, and all round go-to girl for anything design.
We finally moved in and re-opened for business on Monday 21st June.
So we now have lots of space. Two studios, an off line and on line "Smoke" edit suite manned by Nicky Liddell (Concrete Wednesday P/L) a meeting room, and a brilliant coffee machine that looks like a 1961 Dodge Phoenix dashboard.
And we have an extra person too. The lovely Siobhan Pillai started with us early June and has basically taken over! Polly is taking a well-earned break in New York until election day, and Sally McManus is filling in until she's back. Tristan Dewey is still doing lots of music and it's like, well, nothing happened."
Twenty5eight's new home is an 1800's freestanding sandstone heritage cottage named Camden Villa located just up the road from the world famous Luna Park.
After 10 years Twenty5eight now has a prominent location that is just moments from the Sydney CBD and offers all of our clients a great space to be creative.
The team are excited by the heritage charm and history of Camden Villa and the improved studios and layout. The Twenty5eight team looks forward to working
with you in our brand new studios at 56 Alfred St South, Milsons Point, very soon!
When Simple Solutions Seem Too Good to Be True?.
Sometimes it seems, the simplest solutions are actually the best, but they're not implemented because decision makers don't trust simplicity.
This TEDtalk from Ogilvy UK vice-chairman Rory Sutherland provides an entertaining
12 minute insight to the psychology of decision-making.
And the last word goes to...................Gertrude Stein
"Everybody gets so much information all day long that they lose their common sense."
Well, that's it for now. Feel free to join conversations in the Green Room, and vote in the polls, which will change every couple of months or so. News items can be emailed to Verity at anytime or passed on through Sandy or Dave. We're happy to take ideas for feature stories and topics of interest. And if anyone can think of a catchy name besides just the AudioNET Newsletter we're open to suggestions.