Only the Burning Capitalist Desire Can Make Digital Radio Thrive

There is not the slightest chance that humanity will come together in a fraternal embrace and prayer to defend digital radio. It is not an NGO, it is not a religion seeking to save souls, nor is it a mere instrument of public policy. Digital radio is, and there is no denying it, an ecosystem of broadcasting stations, and it necessarily requires financial health to have the slightest reason to exist. And there is nothing wrong with that: it is a primary condition of existence, being viable for the base industry of the entire digitalization process, viable for the broadcasters that will switch technologies, and, above all, it must be attractive to the population so that they consume it.

The radio environment is not about spiritual meditationor at least not exclusively, but above all, radio needs an engine to maintain its oxygen: an engine powered by economic sustainability. As unromantic as this conclusion may sound, it is realistic: ignoring it is to condemn oneself to a stillborn project. Being viable in its business models is the only way to allow a diversity of broadcasters and content to flourish, capable of meeting society’s needs for information, culture, and integration. Yes, a prosperous environment for digital radio on all fronts is what will guarantee plurality and democracy of thought, the variety of options, and the certainty that I will find the format I want when tuning the dial.

The standards must aim for capillarity, and this is not something that will advance merely through goodwill. It is necessary to create incentives so that agents capable of spreading ideas and debates, and of constantly pressuring the government to consider the digitalization of radio, can operate within a financially supported environment that enables realistic penetration on several fronts. The starting point is to maintain many people capable of being present at decisive moments in the definition of radio, who must have proximity to the technical and restricted debates with representative sectors of the country, and at the same time these very people must maintain contact with and disseminate knowledge to the population about the revolution of digital radio.

The promoters of digital radio must be combative and not allow decisive debates, such as public consultations and discussions in Congress, to become emptied-out topics where only a few can simply shelve any progress under the pretext that the subject is of no public interest. It is necessary to create a critical mass to follow this process in Brazil. Which congressman will have the drive to push forward a call for the federal government to pay attention to the digitalization of radio? Even the government itself will show very little interest in any movement to bring digital radio to Brazil if, every time the subject is raised, all that is found are empty seats when it comes time to advance the transformation.

To be very honest, the standards must ensure that a good number of people are prepared to participate in every meeting at the Ministry of Communications, every debate in Congress, and every other public hearing involving digital radio. Fifty people constantly following any development on the subject in Brazil and present at any call in Brasília—that, indeed, would draw the necessary attention to generate change in our scenario. And yes, people should be naturally interested, but they must also be recognized by the standards as active agents, working so that the voices of manufacturers, retailers, and all potential stakeholders in the new digital radio can be represented. These must be prepared and financially supported individuals who will prevent the death of the debate on digital radio.

Economic viability responds to all aspirations. A full and thriving economic cycle creates fertile ground for varied formats, for enthusiasts, specialists, and even for attracting the broader public that has been distancing itself from radio. The medium must once again shine in the eyes of those who want to “make it in life.” And succeeding, in this sense, also means having in digital radio an attractive and competitive professional space.

It is time to stop believing that dreamers alone will change the world. They need the world to dream with them. And, when it comes down to it, the world is moved by incentives.

It is audience that legitimizes radio’s value, ensuring the ability to sell advertising space, deliver value-added products, and enable broadcasters to create diverse formats of integration.

If digital radio wins the hearts of listeners and becomes economically sustainable, the entire industry will thrive. To be idealistic in this context is a contradiction: it means fighting for a sector that can generate billions, but at the expense of idealists’ efforts. And yes, there are incredible people making a tremendous effort to raise the banner of digital radio. Many dream of it as a tool to bring education to rural Africa, and information and integration to underserved populations.

Here I record my praise for Indian enthusiasts. They are few, but they have admirable souls. Always enthusiastic about the radio revolution in India, they devote themselves tirelessly to this development. They cannot be forgotten. However, to gain more allies, it is essential that digital radio seduce the capitalist engine.

I do not speak in caricature. I refer to the essence of the engine that moves the world: the pursuit of reward, of tangible results proportional to the effort invested. The early entrants in this global endeavor are those who most need courage, for they still do not know what they will reap, and yet they continue to help industries that often do not even recognize them.

If the industry wants more people working for digital radio, it will need to develop inclusive business models. It is necessary to attract young people seeking income, to leverage the wisdom of older generations who can be rewarded, and to create an environment that does not rely solely on fans or enthusiasts.

The main beneficiaries of digital radio will have to provide economic incentives to gather more voices. I am not speaking of empty incentives, but of strategies that truly seduce and engage. Investment must be transformed into strong returns for both the industry and the system’s organizers.

This requires planning, capillarity, and diversity of business models, for promoters, sellers, manufacturers, and everyone who integrates the chain. And above all, it is essential that digital radio be more than just radio: it must embrace convergence, for only then will it have the chance to remain great, recognized, and relevant.

Digital radio will only have a future if it emerges from self-sustaining business models, in which agents are driven by their own interests and the convergence of individual interests leads to immense community benefits. Only then will the ecosystem become vibrant and capable of thriving.

Therefore, digital radio cannot be treated as a project of good intentions or a cause carried solely by idealists. It must be a fertile environment of economic stimuli, able to attract and reward all who participate in the chain, from broadcasters to manufacturers, from advertisers to promoters. Only when individual interest finds room to prosper will the collective gain strength and the entire ecosystem flourish.

Effectively, the standards must go beyond their global committees and establish expanded national committees. I’m not talking about one or two people per country; I’m referring to a committee with a significant number of members to be truly operational, designed like a company with functions and goals for its employees—yes, employees—with incentives and commitment to carry out various missions. These missions, together, can determine which digital standard that country will adopt, a billion-dollar outcome, not a trivial matter, and it will not be achieved through the efforts of souls without incentives. Primarily, it must operate within a corporate structure and a framework of high professionalism, with residents in the target country. In the case of Brazil, it is very likely that some regional branches should be considered to avoid the same problem that occurred years ago when tests were conducted in restricted areas of the country without the knowledge of even a minimal fraction of the rest of the nation and its broadcasters.

Revitalization

To restart the debate on digital radio in countries like Brazil and ensure effective advocacy for standards like HD Radio, DAB, and DRM, the lobbies behind these technologies can take several strategic steps to build a robust, economically incentivized, and professionalized ecosystem. Drawing from the text’s emphasis on economic sustainability, critical mass, and professional engagement, here are actionable strategies to mobilize people and reignite the conversation:1. Establish Well-Funded National Committees

• Create Professionalized Structures: Each standard (HD Radio, DAB, DRM) should establish national committees in Brazil with a corporate-like structure, as suggested in the text. These committees should have a significant number of members (e.g., 50 active participants) with defined roles, such as technical experts, lobbyists, public relations specialists, and regional coordinators.

• Hire Local Talent: Employ residents of Brazil who understand the local media landscape, regulatory environment, and cultural nuances. These individuals should be financially compensated, not volunteers, to ensure commitment and professionalism.

• Regional Branches: Set up regional offices in key cities (e.g., São Paulo, Rio de Janeiro, Manaus, Brasília, Recife) to ensure nationwide capillarity. This avoids the past mistake of limiting tests to restricted areas, ensuring broader awareness and engagement.

2. Provide Economic Incentives

• Financial Support for Advocates: Offer competitive salaries, bonuses, or performance-based incentives to attract young professionals and experienced industry veterans. This could include funding for travel to Brasília for meetings, training programs, or public speaking engagements.

• Engage Stakeholders with Rewards: Create incentive programs for broadcasters, manufacturers, and retailers who adopt or promote the respective standard. For example, HD Radio could offer subsidies for equipment upgrades, while DAB or DRM could provide licensing discounts or marketing support.

• Attract Advertisers and Sponsors: Develop business models that demonstrate clear returns on investment for advertisers, such as access to new audience segments through digital radio’s enhanced features (e.g., multicast channels in HD Radio or data services in DAB/DRM).

3. Build a Critical Mass Through Advocacy

• Organize Public Campaigns: Launch nationwide campaigns to educate the public about the benefits of digital radio (e.g., better sound quality, more channels, data services). Use social media, local events, and partnerships with popular broadcasters to generate buzz.

• Engage Policymakers: Ensure consistent presence at Ministry of Communications meetings, congressional debates, and public hearings. Train committee members to articulate the technical and economic advantages of their standard (e.g., HD Radio’s compatibility with existing FM/AM, DAB’s robustness, or DRM’s efficiency for AM bands).

• Mobilize Broadcasters: Partner with local radio stations to demonstrate the practical benefits of each standard through pilot projects. For instance, DRM could focus on rural areas with AM stations, while DAB could target urban markets with high listener density.

4. Foster Collaboration and Convergence

• Cross-Standard Collaboration: While HD Radio, DAB, and DRM are competing standards, their lobbies could collaborate on shared goals, such as securing government support for digital radio as a whole. A unified front could push for policies like tax breaks for digital radio adoption or spectrum allocation.

• Embrace Convergence: Position digital radio as part of a broader digital ecosystem, integrating with mobile apps, streaming platforms, and smart devices. For example, DAB’s visual displays or HD Radio’s artist information could appeal to younger audiences accustomed to digital media.

5. Avoid Past Mistakes

• Broaden Testing and Awareness: Unlike previous efforts, ensure that testing and demonstrations of HD Radio, DAB, or DRM are conducted across diverse regions of Brazil, with results widely publicized to broadcasters and the public.

• Transparent Consultations: Advocate for inclusive public consultations, inviting input from community radio stations, small broadcasters, and consumer groups, not just major industry players.

6. Leverage Global Success Stories

• Showcase Case Studies: Highlight successful implementations of each standard in other countries. For instance, HD Radio could point to its adoption in the U.S., DAB to Europe, and DRM to India. These examples can inspire confidence in Brazilian stakeholders.

• Learn from India’s Enthusiasts: Brazilian committees could adopt similar grassroots strategies, such as community workshops or partnerships with universities, while backing them with professional resources.

7. Secure Political and Industry Support

• Lobby Congress: Identify and engage sympathetic congresspeople who can champion digital radio. Provide them with data on job creation, economic impact, and cultural benefits to make the case compelling.

• Partner with Industry: Collaborate with manufacturers (e.g., receiver makers) and retailers to ensure affordable digital radio devices are available, addressing consumer accessibility concerns.

Implementation Example for Brazil

• Form a National Digital Radio Task Force: Each standard’s lobby (HD Radio, DAB, DRM) could fund a Brazilian task force with 50 members, including 10 technical experts, 10 lobbyists, 20 regional coordinators, and 10 public relations specialists. Budget for salaries, travel, and marketing campaigns.

• Pilot Projects: Launch pilot projects in major cities and rural areas, showcasing the unique strengths of each standard (e.g., DRM for long-range AM, DAB for urban multiplexing, HD Radio for seamless FM/AM transition).

• Public Engagement: Host town halls, webinars, and radio festivals to demonstrate digital radio’s benefits, ensuring broad participation from diverse communities.

By treating digital radio advocacy as a professional, incentivized, and inclusive enterprise, the lobbies for HD Radio, DAB, and DRM can restart the debate in Brazil, build a critical mass, and drive the adoption of a sustainable digital radio ecosystem.