The Norwegian industry association Digitalradio Norge organized an event this week focused on the digital radio developments in the country. The Radioens Digitale Sprang (which translates to Radio’s Digital Leap) featured talks from several radio and broadcast leaders.
Many of the discussions touched on the shift in messaging now that the timeline for a transition to digital radio has been agreed on by the Norwegian government. For instance, Digitalradio Norge CEO Ole Jørgen Torvmark said his organization would be focusing on sharing the details of how the transition would take place, rather than trying to pitch the new technology and convince people of its use.
Some speakers acknowledged that there are still critics of the transition. “Everyone who is against [the digital radio switchover] thinks that tomorrow, everything will be like yesterday,” said Svein Harberg, the chairman of the Norwegian Government’s Cultural Committee. “It won’t be. Nothing is like it was before.”
Despite any lingering skepticism, Norway reported 53% digital radio adoption at the start of the year. The nation plans to go all-digital in 2017.