“Scarcity is our friend”: Grant Blackley on selling DAB with FM
SCA’s decision to sell its DAB stations to advertisers along with its FM frequencies has been a buzz topic so far this year, and CEO Grant Blackley expanded on his network’s plans in a speech at Radiodays Europe.
He began by outlining SCA’s two key priorities: reach and localism.
SCA now have a healthy share of the DAB market, and broadcast their Hit and Triple M brands, which are known and trusted, unlike other radio groups who opted for niche, B2B and lesser known brands.
On SCA choosing not to sell DAB capacity seperately from FM, Grant said: “scarcity is our friend, if we were to flood the market, we would depress the market”.
He also spoke about smaller stations and niche audiences. “They’re not niche, they’re just small. Agencies aren’t equipped to deal with small things”.
Remaining on message, Grant moved on to podcasting, claiming that SCA is dominant over competitors like Nova, by choosing their podcast partner as PodcastOne, over other providers.
The SCA boss explained that SCA is aiming to own 50% of the Australian podcast market which would roughly be a $55m share.
Grant did admit that SCA are taking a risk with their DAB and podcasting strategy.
“We certainly won’t die wondering,” he summed up.
Check out the highlights reel of Radiodays Europe 2019, below: