New media, such as itunes, MP3 players and the internet, now pose more of a threat to the independent broadcasting sector than RTÉ does. So says David Tighe of the Independent Broadcasters of Ireland. David was speaking at a broadcasting conference hosted by the group yesterday. Over 120 senior members of the Irish broadcasting industry attended the inaugural broadcasting conference hosted by the IBI which was entitled "Towards 2012 - The Future for Independent Broadcasting in Ireland".

David continued: "Tradition would dictate that RTÉ is the big competitor for independent broadcasters, both in radio and television but, in fact, new media is becoming more of a competitor than the state broadcaster. Instant gratification is key to consumers and this has found its way into broadcasting through ITunes, MP3s and the internet. We need to be creative to bring the buzz that was associated with live broadcasting back into vogue. The answer is relevant content, which is what allows us to offer a product that internet sites or IPods cannot match."

David also claimed that digital broadcasting is a hot topic and brings mixed emotions from broadcasters.
He said: "Some embrace the change, and the opportunities it presents, while others shy away from it. For television the BCI's DTT Multiplex Licencing document sets out the digital future clearly. However the same cannot be said for radio where there is no end to the uncertainty that exists. Stories of radio stations and groups in the UK pulling back from digital radio broadcasting does nothing to ease the situation in Ireland. With a downturn in the economy expected, can we afford to continue to invest in digital or continue to see it as 'the way forward'? Digital is a long-term investment but do we continue to invest in digital without knowing where this return on investment will come from? As the dominant force in Irish broadcasting, it is up to members of the IBI to shape the future of the landscape in which we operate. It is up to us to lead the industry not be led by it and, in our view, this is a most opportune time for the inaugural IBI Broadcasting Conference."

Also speaking at the conference, Eamon Ryan TD, Minister for Communications, Energy and Natural Resources said that digital is the buzz world and that the challenges for Irish broadcasters is to ensure that they are to the forefront of new technologies.
He said: "Recent years have seen an explosion in the number and variety of new platforms through which audio and audio-visual content is made available and can be accessed. Traditional broadcasters themselves are exploiting new technologies - from podcasting to MP3 players to web-streaming to the provision of content for mobile consumption. The situation is changing, digital is the buzz word and roles are blurring and converging. Globalisation is a significant theme in the television broadcasting sector. More and more content from jurisdictions outside Ireland is becoming available and the challenge to Irish broadcasters is to remain relevant and popular."

Minister Ryan also spoke about the proposed Broadcasting Authority of Ireland, which will carry on the existing functions of the Broadcasting Commission of Ireland and also have increased supervisory functions with regard to public service broadcasters.
He continued: "The proposed BAI will bring efficiencies and will recognise our single competitive market and I believe it will evolve what is already a successful regulatory system. The BAI will focus on the strategic issues such as licensing strategy, development and review of broadcasting codes and will also fulfil an advisory and review role in relation to the activities and funding of public service broadcasters. In the is regard, the BAI will have a key role in developing Irish broadcasting as it confronts new challenges and seizes new opportunities."

The Independent Broadcasters of Ireland (IBI) is the representative organisation for Ireland's independent commercial broadcasting sector. The mission of the IBI is to champion the agenda of the independent commercial broadcasters in Ireland and to be a distinct and coherent national voice in the ongoing campaign for competitive equality across the sector. It seeks to achieve fair treatment for its members within the broadcasting environment through appropriate legislation, regulation and funding.