Radio industry moves towards tagging service by end of 2010

LONDON - Radio listeners will be able to tag songs, ads or news stories they hear on the radio by the end of next year, according to Nick Piggot, Global Radio's head of creative technology.

Radio: new tagging service should be available late next year
Radio: new tagging service should be available late next year

As part of the joint industry initiative, Radio DNS, the radio industry is working on technology that will allow listeners tuning into the radio to tag songs, ads, news stories or comments they would like to return to later.

Radio stations will decide individually how their listeners can access the information, which Piggot said was part of the industry's drive to "compete on content" not technology.

Speaking at radio specialist agency RadioWorks' "Radio Champion" event, Piggott said he expected the technology to trial with an advertiser in the second quarter of next year.

He added that technology will provide extra information for advertisers because radio stations will know who tagged particular ads and whether they followed up on it.

Advertisers will also be able to compare the responses to different ads and change forthcoming ads accordingly, which Piggot said will provide the sort of feedback advertisers get online already.

In November, Absolute Radio was the first European station to launch iTunes tagging software that enables iPod Nano users to purchase songs they hear on the radio through the iTunes store.

Piggot said the DNS software is different to iPod tagging because it offers more flexibility to radio stations and consumers, and will allow listeners to do more than simply buy tracks.

 

 

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