The rapid uptake of broadband over the past five years has delivered high-speed internet connectivity into millions of homes; and now the drive is on to exploit that bandwidth with new applications and devices that use wireless technology to link consumers to content across the internet.
One area of untapped potential that BT is looking to utilise is online radio, which offers users the opportunity to tune into thousands of different stations around the globe that cover every possible musical or verbal preference. It also creates opportunities for musicians to reach a wider audience than ever before, using the on-demand capability of the internet rather than traditional radio broadcasts.
This is evidenced by BT’s recent partnership with the Philharmonia Orchestra, one of the UK’s and the world’s leading orchestras, which has been playing to audiences for more than 60 years and has commissioned more than 100 works during that time from foremost composers of different eras.
Together, they have created BT Radio Philharmonia, a station dedicated to playing live concert recordings of the orchestra on demand via the internet. The partnership offers an ideal synergy with BT’s Internet Radio product, an innovative device that seamlessly connects to a wireless internet router from anywhere in the home so it can broadcast from any of the thousands of online radio stations, either preset or tuned manually.
The initiative came about following a meeting between product and sponsorship teams inside BT, who realised there was an opportunity with the Philharmonia to meet multiple business objectives.
Dominica Pearce, senior product manager at BT, explains: “Part of our challenge is trying to explain to people what internet radio is all about, particularly introducing it to a segment of the market that is not necessarily au fait with the technology, but who do appreciate high-quality classical music.”
She adds: “Working with the Philharmonia is a great opportunity to tell a story because it really demonstrates the capability of the BT Internet Radio, while also meaning we can support one of the nation’s great orchestras.”
As well as making the Radio Philharmonia service available on the BT Internet Radio, BT provides the server space for the orchestra to stream the recordings. Richard Slaney, the Philharmonia’s Digital Projects Manager, says: “At the Philharmonia we are committed to showing people that an orchestra is something that absolutely everyone can enjoy – no matter where they are. Working with BT means anyone, of any age, can now listen to our music.”
Pearce said BT’s device strategy was intended to demonstrate that the broadband connection was for more than just the PC. She says: “Our VoIP services over broadband and the internet radio are demonstrating the benefits of a broadband connection even when the computer is off. It is helping the consumer move from just surfing the web to the digital home, where they can access digital music, pictures, video and radio through a range of different devices.”
As she notes, the BT Internet Radio is not only an alternative to the traditional radio but in many respects superior, offering greater choice, higher quality and on-demand services, such as Radio Philharmonia, that can be accessed at the user’s convenience any time of the day or night.
For BT, extending the broadband connection beyond the PC with these kinds of devices and initiatives is key to building the digital home for the consumer.