LO2: Multiplatform Distribution/Technology and Processes

LO2: Multiplatform Distribution

Technological Convergence:

Henry Jenkins (2008) - We now live in convergence culture where we make everything as easy to access as possible. Technological convergence is the theory that media distribution has altered to become as 'easy to access as possible' due to the introduction of Blackbox devices: relevant examples would include the introduction of simulcast distribution which allows audiences to watch radio on a (Blackbox) device like their smartphones or computer.

Blackbox Device:

Devices which can access multi-media with the requirement of an internet connection (through the internet), such as a smartphone or tablet, as a result of web 2.0 and technological convergence.

Advantages of Technological Convergence/Blackbox Devices (in radio) for Audiences

• Audiences gain access to time-shifting as they can download or listen to a previously aired radio broadcast through online websites and apps (e.g. Global Player)
• Audiences can filter the content they want to see in relation to their individual tastes due to online algorithms
• Audiences can access radio anywhere provided with an internet connection via a Blackbox device without the need of a specific radio

Advantages of Technological Convergence/Blackbox Devices for Producers

• Content can now be distributed for further revenue on other social media/distribution channels (e.g. an LBC broadcast can be posted as a YouTube video afterward for further viewer/listenership)
• Content will now be targeted to the correct/relevant audiences due to algorithms in accordance with viral marketing
• Content can be instantly shared to reach broader audiences without the reliance of traditional advertising or word of mouth

LBC Distribution Platforms 

LBC Radio is distributed on:

• Global Player
• LBC Radio
• YouTube
• Instagram
• Twitter/X
• Tik Tok
• DAB
• FM
• Freeview

LBC Rajar Statistics

LBC has benefitted from these various distribution platforms as with examples of (recent) post-broadcasts uploads to social media channels like YouTube, average listenership (57,640 population from Dec 2024) has been comparable to view counts within these social media uploads (43k). This therefore, benefits LBC as they redistribute previously broadcasted content through short form editing; taking advantage of simulcast, to create broadcast journalism that allows viewers to watch that missed broadcast and filter what parts/uploads interest them. LBC's multi-station distribution also furthers this as they can broadcast radio content on multiple services specific to audience demand (e.g. LBC News and LBC London are specific to the region and genre). With sites and apps like Global Player, audiences can set specific notifications toward algorithm filtered content that allows LBC to target specifically desired content to an audience via Blackbox Device whenever it's being broadcasted. Following this, Global Player also allows for simulcast which lets an audience member watch a broadcast as it is aired, furthering any kind of spectacle or audience engagement as they watch radio.

Technology and Processes

Play Servers

A radio play server is used by presenters/show hosts: this is a service which allows a radio station to distribute/play audio over the internet. This allows producers to store music on these play servers to create line-ups of music.

Digital Mixing Desk

A digital mixing desk allows radio hosts to fade in or out, play or mix audio content within the broadcast; giving them control over what is played or how loud/the audio quality of what is being played. This is controlled through channel strips. This is advantageous over an analogue mixing desk as to control multiple different audio channels, additional, physical channel strips are not required as channels (and what you want to control) can be individually selected. A digital mixing desk also allows for control of FX with built in equalizers and dynamic control systems, not requiring external input sources to change the sound.

Cartwalls

A cartwall allows for the systematic control of segments within a given broadcast, determining what sections of audio (or video) will play at a given time, such as an ident or jingle. This allows for hosts to immediately organize and play files of audio during a broadcast. A digital cartwall furthering this as sections can be played or altered (in schedule) in real time.

File Formats

The type of file in which audio (or other) is saved; these are conventionally either MP3, FLAC or .Wav.

Impact of Technology in Broadcasting on Traditional Broadcast Methods

With technological improvements on radio broadcasting systems utilized by radio stations, broadcasts have become significantly more accessible to radio hosts and listeners as each now have control over how they access or broadcast radio content. The overall quality of broadcasts such as LBC have improved due to the introduction of digital mixing desks, allowing them to filter audio channels such as transitioning from an interview into sponsors, advertisements, news bulletins (every half hour) or jingles. In relation to radio-call ins, a mixer desk, especially when discussing political debate to keep content appropriate, can be used to fade out or prematurely end a conversation before inappropriate content is broadcasted (as a potential result of the caller). This ease of audio transitioning is furthered by organization within a cartwall which allows sections of the program, like adverts (every 15 mins) or the news bulletin to be broadcast at a specific time. During broadcasts, audio recording and editing can be achieved through a workstation, allowing hosts or mixers to control audio (e.g. fade, equalizer) or play sound effects.

In comparison to traditional broadcasting methods like analogue radio (AM, FM) which often suffered static due to the lack of efficacy within frequency, something DAB or stream broadcasts don't suffer as they function with access to an internet connection. For producers/hosts, cartwall and mixing desk technology has improved to become more streamlined, providing a smoother broadcast experience. No longer requiring external (or extensive) audio plug ins like equalizers and dynamic(s) processers as those functions come built in with digital mixing desks. With the introduction of formatted files and cloud technology, audio files, either provided by a workstation (for recording and editing) can be shared immediately to be played and stacked on the cartwall, creating rapid broadcast content with shared files.

By improving ease of access to audiences through technological convergence and the introduction of online websites or apps that allow them to access LBC (or other radio content) through the LBC or Global Player app, provided with a Blackbox device, LBC has improved production quality in its post-broadcast content. Through simulcast, LBC has introduced cameras to radio broadcasts, allowing viewers to watch LBC radio content such as interviews in high quality; the constant improvement of the station's microphones and headphones (for optimal audio playback, following with sound mixing via digital mixing desk) also improving its production value. These broadcasts (whilst also audibly) give visual descriptions of where else to access LBC content for the viewer such as Global Player or Smart Speaker. 

Within other stations/broadcasts which also play music, such as BBC Radio 1, through cartwalls, mixing desks and workstations can effect how a song or presenter may fade in and out respectively to avoid dead air through a seamless transition, create more spectacle during simulcast (e.g. Live Lounge) through changing camera angles, control sound effect channels and stack playlists with the cartwall.

Evolution of Radio

Radio production began with analogue technology where music would be played in either vinyl or 8-track tapes (8 tracks on a single tape); each manually queued up by a disc jockey (DJ) on a mixing desk. Any pre-recorded content like idents, trailers or idents would be recorded with analogue tape and manually spliced to be played in the correct running order. This created issues of maintenance for the sound equipment to avoid scratches in audio, mixing music to specific tracks in an album (of vinyl or -track) and the organisation of (and time spent to) each track within hour long shows.  

With the introduction of the compact disc (CD) in 1979, recordable digital formats like mini-discs and digital audio tapes (DAT) began to replace analogue technology due to their superior sound quality and ease of use making them more robust. Digital downloads on CD's nullified the need of manual splicing. This was therefore, a time consuming (and permanent) process when editing due to the physicality of film reel. DAT and CD's were used for Vox Popping (sound of the people) such as interviews (either with locals, artists or celebrities) or call-ins. This was a benefit of the portability of microphones with DAT.

Whilst CD's are still used in radio production today, most radio music is now stored through a play server; this makes the song-playing process more streamlined as producers/hosts can simply click on a song to play it. Hosts/producers can then use a digital mixing desk to control the live mixing of the program as it airs. 

Play Server

Digital formats are now stored as WAV or FLAC files which are used in digital (DAB or stream) broadcasting. To edit recorded programs, idents, adverts or stings, producers use non-linear editing software like Adobe Audition, Cube Case and Pro-tools.  These files are lossless, making them high quality at the cost of being large files. Non-linear editing allows editors to overlay (or create editing channels) sound/content.

Non-linear Editing

Digital Mixing Desk 

Digital technologies have also changed how audiences interact with a radio program; during the analogue era, this was limited to letters or call-ins. This has changed significantly with the introduction of social media channels which allow for social networking and electronic agora within online followings of the station. This also led to a lack of vox popping as interviews could now be recorded with online technology through mic's and webcams becoming a common function of Blackbox devices. These webcams (and accessibility toward cameras) has created simulcast, allowing a radio broadcast to be streamed and watched online.