Creating a Pre-Market for Digital Radio Adoption

The transition to a new way of listening to radio is neither simple nor cheap, especially for broadcasters. For them, the main challenge is often not the cost of the investment itself, but the slow pace of audience adoption. Meanwhile, governments, pressured by demands from industry, commerce, and the population, seek decisions that ensure economic return, security, and technological progress. The public, on the other hand, remains undecided: is it really worth buying a compatible receiver? There are many questions in the air.

The Importance of a Pre-Market for Digital Radio

Creating a favorable environment before mass adoption is an unprecedented yet necessary step. Many digital radio models face barriers precisely because the audience has not been properly prepared. Establishing a pre-market could be the key to overcoming hesitation from governments, broadcasters, and the industry itself.

A Sensory Experience: Radio as Immersion

I see the creation of sensory environments dedicated to digital radio as fundamental—spaces that stimulate listening, touch, comparison, and wonder. Mere technical demonstrations or explanatory videos are not enough: the perception of quality is deeply influenced by how the experience is presented.

Imagine an immersive space that brings together government, industry, and listeners in a true “sound tasting,” like choosing your first car. A place with different receiver models, high-performance headphones, acoustics tailored for individual or shared experiences, themed bars, audiovisual rooms, and areas for events and ongoing debate. Digital radio is a revolution and must present itself as such. This kind of “sensory store” would be like a shopping mall for all the possibilities offered by this new phase of radio.

DRM Store: A Place of Discovery

In Brazil, creating a “DRM Store” would be a particularly strategic move. DRM is currently the only system with digital shortwave transmissions accessible within the country. Even without local broadcasts, it is possible to receive international stations with impressive quality.

This space would not just be a sales point, it would be a living showroom, a stage where suppliers compete for attention with illuminated stands, LED panels, live product demos, and sound environments offering levels of quality never before experienced in many cities or even countries. Cities like São Paulo and Rio de Janeiro, with their cultural and economic strength, could easily sustain and popularize this model. Brazil is passionate about music, here, audiences often sing louder than the artists themselves. If there’s a country ready for this kind of experience, it’s ours.

How Can You Embrace Digital Radio if It Doesn’t Exist Yet?

This is one of DRM’s greatest advantages: it’s already on air,  shortwave transmissions accessible with global reach. Brazilian listeners can access digital radio today, all they need is a compatible receiver. This allows the experience to move beyond theory and become concrete and real. In parallel, low-power simulated transmissions could be part of the demonstration, showing how a local digital broadcast might be received.

Governments should facilitate the entry of such equipment into the market, making it accessible and showing its practical use. A consumer who can already tune into international digital shortwave stations or even schedule listening sessions in medium wave.

Simulated Studio: The “Match” Between Broadcaster and Listener

Another interesting proposal is to include, within these spaces, a fully equipped model studio funded by manufacturers or strategic partners. A small transmitter (permitted for testing purposes), operating at very low power, could transmit content produced right there, creating a controlled and safe simulation.

Picture a room designed like a living space, with various devices and free listening options. Visitors could experience digital radio in a hands-on, captivating way. This kind of encounter is exactly what governments, broadcasters, the industry, and the public need to understand if this “match” is real or just another pretty profile edited with filters.

A Model for Brazil?

At first, I conceived this promotional model specifically for Brazil. However, it could easily apply to any country that has yet to define its digital radio transition strategy. More than that: it could also benefit nations that have already started implementing DRM, but where much of the population still hasn’t had direct contact with this new form of broadcasting.

I couldn’t hold back the thought and shared it with Professor Thiago — whom I’ll talk more about in a moment. I took the opportunity to present the overall idea, and I must thank him for the dedication he’s already showing, as well as his clear readiness to play a key role in implementing this concept, not only in Brazil but also internationally. Even before publishing, having his support was an excellent way to validate the model.

This kind of sensory environment can accelerate audience familiarity and drive adoption, speeding up the digitalization process. Even in countries that have adopted DAB+, a store like this could serve as a demonstration and sales point for receivers capable of tuning in to digital shortwave broadcasts, and, depending on the time and location, even medium wave DRM transmissions.

Acknowledgements

These ideas received strong support and resonated extremely well with my friend Thiago Novaes — an anthropologist, researcher, and a leading advocate for the democratization of communication through radio. A committed contributor to the DRM Consortium, Thiago is one of the most influential voices in global discussions on the subject.

With his extensive experience in lectures, projects, and international collaborations, he undoubtedly has much to contribute to this proposal for a “digital radio experience store.” His energy, creativity, and systemic vision are invaluable sources of inspiration. Thiago is a key figure in giving concrete shape to a project of this nature and will be, without question, indispensable in its execution.