Thursday, January 12, 2017

Change Management: Norway's switch to Digital Radio

Norway is making the switch: moving from FM Radio to digital audio broadcasting (DAB).

As reported in the Local, an English Norwegian news site, Ole Jørgen Torvmark, the head of Digitalradio Norge, (jointly owned by the private and public radio stations):

"The big difference and the main reason behind this big technological shift is that we want to offer a better radio service to the whole population."

The article also notes that FM can only support 5 national stations, whereas DAB can support 22 national stations and 20 smaller ones. Furthermore, they make the case it is:
  • Cheaper: Will cost an eighth of FM.
  • Better: Better coverage, ability to catch up on programs.
  • Faster: Easier to get Emergency messages out.
However, not all are happy. According to the WSJ, 2/3rds of people are actually against the move. The Local noted that people are not pleased about paying the extra money for getting the new radio to receive the signals - despite the advertised benefits.

For those interested in the technology behind AM and FM radio check out this:



But for more on the challenges of abandoning this decades old technology check the following BBC report:


As any technology professional knows, one of the most difficult aspects of making change is the people aspect of the technology. For example, Norwegians would be collectively better off if the switched to DAB as the overall cost of operating radio would be much cheaper.

But is that good enough for people to pay the costs for getting a new radio?

It's important to recognize that people need more than cold facts to be positive towards change. Organizations that need to make such changes - technology or otherwise - need to also address the emotional nature of people by addressing the fear, uncertainty and doubt that comes along with such change. 

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