From Analog to Digital Radio Management: The New Radio and New Media

The new technologic developments have changed traditional media in different ways. New media which has been created by the new technologic developments has created new forms of distribution. Radio is one of the media which has been affected by new media. This article expresses how the radio industry and radio management have been effected by the technological changes and how new media has effected them. The study in the first part gives a literature explanation of new media and radio management history. In the second part it examines how the demand of the audience has increased in new media and how the traditional radio listening habits have decreased. The data collection method has been supplied from the official surveys done in the last ten years for the radio listening trends. At the end of the study there is a determination of how new media has affected the traditional radio medium and gives brief information of the new forms of distribution of radio with new media.


Introduction
Radio management of Turkey between the dates of 1927 -1936 was carried out by TTTAS Company. In 1936, the contract of the company was cancelled and management of the radio was given to PTT. The radio management of the PTT lasted from 1938 to 1940, and this field converged, a special law with 3837 numbered related to power of attorney General Directorate of the press and with the law about its duty. Radio management was given to General Directorate of the press with this law. The general directorate of the press managed the radio broadcasting until 1943. When the importance of radio broadcasting has increased during World War 2, with the numbered 4475 law Media General directorate was established in 1943. General Directorate of media worked until 1949. With the law of 5392 numbered, it took a name of directorate general of press and the tourism in 1949. With this arrangement, it was aimed that organizing the radio broadcasting on the base of national and international level. This foundation lasted its activity until 1960 coup d'etat. After 1960 coup d'etat, management of the radio was managed according to law of 5392 numbered.But in its organizational structure was changed a considerable amount.Again in this period, radio broadcasting was arranged with the law of 5392 numbered and then with the law of 265 numbered. (Kuşkonmaz, 2008: 21).
With the law of numbered 265 in 1963, management of the radio broadcasting of Turkey transferred to the ministry of tourism and publicity temporarily. Turkish radio and television corporation law of establishment become valid in May of 1, 1964. Corporation of Turkish Radio Television (TRT) was established as an autonomous public economic enterprise which had a legal entity with the law of numbered 359. It was conjoining to prime ministry with changing some of its matters in 1972.Investment finance program of the corporation prepared according to law of numbered 440, but the board of management was labored to this law and it was formed according to article 4. (Department of finance, 1980:425) The foundation was tied to censorship of state auditing board on executive,financial and technical subjects. Its capital was 1 million liras and whole of them belonged to treasure.Operation capital belonged to the government and there was not any participation and private enterprise (Güllülü, 1981:53).
In 1950's basing on predication that article 5 law of wireless an official organization could be able to establish a transmitter and article 6 of law could be able to broadcasting, some of the radio channels which shortwave broadcasters started to broadcasting. These corporations are: Istanbul Technical University (1946), Istanbul Technical School radio(1950, Istanbul University college of science radio(1951), Turkey(Ankara) Police Radio(1954), Ankara(Mamak) Military Radio(1960), Meteorology radio(1960, (Kocabaşoğlu,1980:286).
All of these radios couldn't advertise because they were limited with law.
From 1964 to 1991 TRT had a monopoly on radios in Turkey. Management of radio in this period had been done by the government. Mercantile radio broadcasting in Turkey started in 1991 with the establishing of the radio channel which private capital owners had. Olay Fm Radio was on the books for being first radio that established in Anatolian as mercantile radio in Gaziantep at 1991.
Kent FM which was established in June of 4 in 1992 at Istanbul was the first radio management who had a private capital. After 1992, the number of the radio management who has been active in Turkey has increased. From 1992 to now the number of the radio management is on thousand and the economic structure of the radio channel has shaped. At 2005 in Turkey the number of the radio who had a terrestrial radio license was 1090, this number had fell 1062 in 2010 and 1058 in 2012.

Radio Management Styles
Radios were managed differently at both of Turkey and around the world according to their field of activity and terms.Radios were managed differently at the different times according to structural functions in the society and political structures of the countries.Generally,there are two types of radio management:

Commercial Model
Commercial model was born in the capitalist system which has been since the establishment of the United States and today, it has already been. The first radio management at U.S.A was found by a special enterprise and developed fast. The purpose of the commercial model is to get more benefits. Firstly, radio market at U.S.A. was interested in radio receivers and the other commercial qualification of the other equipment and after then,it was interested in the sources of income which is got from the publishing. When Radio Publishing was developed, Radio Management started to clerk for goods and services in the commercial model by using advertisement. (Kocabaşoğlu, 1980:8).
In the commercial model, Transmitter-receiver, station and publishing time -which is more important than the others -are for sale and every one is a consumption goods. The main part of this step is advertisement income, so advertisements are the main part of the publishing. The other programs come after the advertisements. In a natural way,the economic structure affects content structure. (İlal, 1989:38). Radio Management which is managed with commercial model has no relationship with government and state except for general level. Special promoters can found and manage broadcast stations. Government makes general rules which are related with this topic.The promoters who obey legal and technic rules is given certificate for founding and managing the radio station. (Vural,1986:22-23).

Public Service Model
Public Service Model is a model which is developed and used in European Countries more.The Government or States in these European Countries have controlled the Radio Managements at the Public Service Model (Serarslan,1993:15-16): -The opportunities of publishing, Network transmitter, studio or studio goods have been controlled by the government.
-The system is monopoly. All broadcasts are managed by only one government. Rival special enterprise has no station.
-Programs are made by one hand and they are sent to the other stations.
-Generally, broadcast is not commercial but a few countries have advertisement publishing to make money for budget outgoings.
-Income is provided from annual usage pay which is got from the government and radio receivers.  (Törenli, 2005:88). New media can connect digital network and service multimedia to users. (Ekşioğlu, 2006:5).

New Media's affects to Radio Management
Radio listeners would rather use internet and new media tools than traditional styles.
Listening to radio from the internet has increased 6 times in 10 years. (2003)(2004)(2005)(2006)(2007)(2008)(2009)(2010)(2011)(2012)(2013).  When we look at percentage of listening to radio from internet at 3 big cities,we can see that all cities have increased this percentage.The biggest one is İstanbul and the others are are İzmir and Ankara. The first listening radio survey which was made by RTÜRK in 2007 shows %18.1 listening to radio from new media. listening to the radio channels via new media, also there is a decrease which is 23.9% on the listening to the channels via traditional/Classic radio. In 2013, this increasing of listening to radio by using new media has continued. According to IPSOS KMG survey which has measured habit of listening to radio in Turkey since 2003, with new media (internet,mp3, ı-pod and cell phone) listening to radio is at table 5.

New Media's Economic Affects to Radio Managements
Because of the internet, traditional radio has lost its power. Although ınternet has increased its income by using advertisements, radio has not increased.  radio management. After 2008, New media started to increase its income by using advertisements but radio management was not luckier than new media.
Radio managements had to attract their listener back, so they had to become partners with new media.

The Effects of New Media toRadio Industry
New media affected radio industry's structure and it got variety to radio industry. After ınternet which was based on communication had developed, new technologic radios were added to traditional radio and they are;

Internet Radio
The first affect to radio of New Communication Technology was radio broadcast on the internet.There are two ways to do this.

Terrestrial Radio Broadcasts that are in the internet
These radios have broadcasted terrestrial publication and also internet. Advertisement Companies like these because they have both of them. (Ekşioğlu, 2006:62). Radio channel can reach geographically the places which it cannot reach with terrestrial broadcast is open to global access.

Only Internet Radios
The radio which make broadcasts only in new media take part in this group .These radio channels have no advantages in terrestrial broadcast but they do not have challenge because they have other advantages. (Ekşioğlu,2006:63). Internet radios are more reliable than terrestrial radios so they can attract advertisers.

Digital Radio (DAB) and HD Radio
As a result of the developments on field of new media technologies yet another innovation that attracts attention in the area of radio is digital audio radio. In 1992 World Administrative Radio Conference has confirmed a new frequency known as L-band which is used for digital radio transmission.New system has presented a clear sound quality that hardly has noise.
Canadian broadcasters and consumers have adopted this idea and now radio stations have been passing from AM and FM to L-band. (Can,1995: 55 DAB (Digital Audio Broadcast) has been perceived as a threat by radio broadcasters. In an interview for on 23 July 1990 made with NAB vice president,Jon Abel said: "DAB is a threat and those who consider to take part in this job have to be very careful" and he had claimed this new technology would be unsuccessful (Keith, 2007: 30) Developments on the HD Radio technology complete the radio with the new media and this threats the future of continental receivers by making them useless. In most of the countries (foremost USA) radio producers has put HD receivers on with reasonable and competitive prices, and also most of the car manufacturers added HD Radio to their new models and they supported the development of In most of the meetings that are held first half of 2000s former president of NAB (National Association of Broadcasters) Eddie Fritts said "Transforming to digital will let radio to provide listeners more opportunities" and he claimed that HD Radio would be radio of future.
 Easy programming choice that provides users to choose formats from a simple menu,  Excellent receive that provides to stay on one station without changing it in the car,  To unite music,data,video and graphics functions in one receiver,  Information functions that provides to broadcast interactive functions such as weather forecast,cd,traffic and security data,  To provide access to mobile receivers,PCs,and mobile phones and to exhibit a wide receiver option such as USB, digital camera,MP3 player,car radio, TV and cell phone.

Satellite Radio
Radio managements have acted with deliberation to the ever-shifting digital audio broadcasts which are provided by satellite. Even broadcasters have used satellite programming and network services for a long time in order to increase wireless continental signals,they didn't have a positive look on the idea of operating the radio stations that directly reach to the consumers.
Satellite Radio idea has been debated for a long time in USA. Some companies such as CD Radio and XM Satellite Radio have been issued license late years of 1990s. Xm Satellite began to broadcast in September 2001 and after a year it had approximately a quarter million of subscriber.Sirius Satellite Radio operating platform has been put on after less than one year when XM Satellite began to use audio broadcast.
Satellite Radio is salaried and offers a wide option that also includes most of the famous programing. XM Satellite Radio and Sirius,which are famous in this area worldwide, presents 120 radio stations to radio listeners. Beside 12.95dollar payment for countrywide signal transmission,subscribers also have to pay for receiver equipment. Both companies take aim at radio listeners to attract attentions on these platform radios from traditional radios by concluding agreements with car producers. Basis income of Radio Broadcasts that have the platform of Satellite radios have obtained by subscribe system. As of 2010 Satellite Radio platform subscribers in USA have reached to 10 million.
Nowadays cable companies provide home music services in order to increase listener audience and to gain listeners from traditional radio. For example; Comcast cable users can reach music stations more than 50. That radio stations broadcasts nonstop and without advertisement,and they also present additional info that consists of music commentators,albums,songs. This kind of radio stations take advantage against traditional radio stations and steal their listener by these functions.

LPFM (Low Power FM)
LPFM has come up as a micro radio movement in 1990s.

InBand, On Channel (IBOC)
In 2002 U.S chose a methodwhichwascalled "in band on channelsystem" for the transition from the traditional FCC broadcast to digital radio. This system,which has the advantage that no one has to buy a new broadcast to listen a radio, gives radio broadcasting stations a chance to broadcast through the same channel at thesame time with both traditional analog system and digital system.With this new technology, consumers who purchase a new radio receiver have enjoyed the additional benefits of advanced digital signal.

Radio Data BroadcastingSystems. (RDBS)
Radio data broadcasting station systems send their messages of a maximum of eight characters. These messages can involve a song, the artist's name, background information, weather, traffic, or another data. Listeners who listen the radio environment in a digitalway can follow messages which are sent. InU.S. KISS-FM's engineering director Tom McGinley was wondering if anyone of the listener mass is awareof the text option. Thus and so with the station crew he sent a text message that announced the tenth person who calls the station is goingtowin a DVD player. As a result, people who read RDS data while listening a radio, in other words, people who do not listen by the standard analog radios, become aware of the prize. This data transfer contributes a two-way communication between the listeners and the radio channel.

Enhanced Other Networks (EON)
A radio equipped with a RDBS receiver hardware, (radio data broadcasting systems) offers to pre-programming the stations in such a way that listeners preferred call letters or the type of music. In this system radio, If a weather alert is being broadcast or weather and traffic report is being given in any other station radio receiver can be programmed to stop the radio broadcast which is open at that time or even playing CD. This system can pop advertisements up in broadcasting in digital radio receivers and force the listeners in car to listen the advertisements

Conclusion
Changes in thenewmedia Technologies cause consumers' focus shifting from traditional media tone media. While, the ratio of reach to the radio corporations that conducting their activities in traditional way was % 27.82 in 2011 in 2013 this number dropped to% 21.53 as for the reach ratio of the radio corporations broadcasting via new media rose from % 15.99 to% 18.16 at the same time.
When the consumers' demands have been met with the channels created by the new media, the advertisers have moved in this direction and directed their advertisement investments from the traditional media to the new media. New media has increased its share in advertisement expenses through 2000s but radio stations has had a loss.Until 2009 the radio stations' share of the advertising revenue was significantly higher than the new media, this trend has changed in favor of the new media in next few years.
Shifting the consumers' trends and then the advertisers' investment from the traditional media to the new media has forced the radio stations broadcasting via traditional ways to change.
İnstead of traditional forms, the radio stations has come under the obligation to broadcast via new media tools and radio corporations that couldn't invest in the new media have begun to experience difficulties in an economic sense. As a result of technological developments in the new media radio broadcasting has shifted to digital broadcasting and new forms of radio broadcasting have emerged. Digital radio broadcasting that referred as the future of broadcasting and charmer of the listeners of the traditional radios has threatened the traditional radio corporations.
Conventional radio broadcasting period is just closed. Radio corporations have to understand the growing importance of new media via investing in the forms of broadcasting such as smartphone applications, digital radio broadcasting, and the internet and adapt to this area. So while radio corporations continue their terrestrial broadcasting, on the other hand they have to invest in the new media settings and carry on their broadcasting via those settings.