Possibly the world`s newest oxymoron, Visual Radio (VR), developed by Finland`s Nokia communications company this week, took another step forward with the unveiling of two new mobile phones developed to support the concept.
VR involves sending simultaneous radio and visual content to mobile devices. In other words, images and text are synchronised with radio broadcasts. The result is radio becomes enriched through related visual content.
Practically this means that music can be accompanied by information about chart listings, the artists and albums; news and weather by graphics, additional information and maps; and local events news by additional text and graphic information.
VR promises to deliver the ability to access real-time information about weather and traffic while listening to music or other radio content using the same mobile device and even the ability to download songs or related ringtones after hearing them on the radio.
Under ideal conditions, anyone with a VR-enabled handset can listen to radio using the FM receiver in the phone, while viewing the visual information delivered over the GPRS mobile network.
Keep your eyes on the road
In a sense, VR counteracts one of the best things about radio.
Warwick Ashford, Journalist, ITWeb
Although exciting, it will be interesting to see if VR`s developers cater for those of us who listen to radio almost exclusively while driving to and from work. Accessing accompanying visual information could be a bit tricky while negotiating rush hour traffic.
In a sense, VR counteracts one of the best things about radio. Traditional radio can be consumed on the move, without taking one`s eyes off the road or whatever else one happens to be doing. Perhaps I will have to accept VR will not be appropriate for all radio consumers.
One solution would be to provide a means of retrieving information some time after the original broadcast, but I suspect that would run counter to the spirit of VR and is therefore unlikely to be a development priority.
Radio has always had mobility, but VR adds the new dimension of real-time interactivity. VR technology means listening to the radio will no longer be passive. Listeners will be able to participate in real-time polls and competitions.
VR also makes radio interactive. In addition to information, music broadcasts can be accompanied by live rating polls and quizzes.
VR`s developers hope the concept will redefine the mobile FM radio experience, but not only for listeners. Getting real about the concept means realising technology developers are also banking on VR creating new revenue streams for radio stations, advertisers and mobile operators.
Not only will VR popularity be a driver for sales of new VR-enabled mobile devices, but also it is likely to enhance revenue opportunities through the sale of digital content and services.
Contradictory concept
As far as advertisers are concerned, Nokia says VR provides a richer medium for communicating marketing messages, implying it will be more effective than traditional radio as a marketing tool. Mobile operators are also in line to benefit from this new data service revenue stream.
Although Nokia invented VR and introduced the first VR-enabled handsets based on prototypes used in the pilot studies, Hewlett-Packard will market, sell and provide the VR solution to operators and radio stations globally.
While the concept appears to have some contradictions and it is a little unclear how consumers will consume visual information in the same contexts associated with radio, I believe VR may well have the power to redefine radio and benefit consumers as well as mobile industry players.
Nokia`s commitment to and faith in VR`s success is best demonstrated by its undertaking to make VR technology available to other handset makers.
In addition to the just released VR-enabled Nokia 7710 and 3210 handsets, the company says it plans to bring several other similar devices to market in 2005.
Finland`s Kiss FM is the first radio station to use VR and TeliaSonera is the first operator to offer VR, but the UK`s Virgin Radio has already signed an agreement to pursue VR. If the concept flies in Europe and the US as its developers predict, one can only hope SA will not be too far behind.
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