Different Standards: Engineers’ Expectations and Listener Adoption of Digital and FM Radio Broadcasting

Abstract

As digital radio broadcasting enters its third decade of operation, few would argue that it has met all expectations expressed at the time of its launch in the mid-1990s. Observers are now more circumspect, with views divided on the pace of transition to an all-digital future. In exploring this mismatch between expectation and actuality, this article considers the introduction of FM radio in the 1950s. It too was expected to replace its forebear (AM) but, like digital radio, its adoption by listeners was slower than anticipated. An examination of published literature, in particular engineering and technical documents, reveals a number of similarities in the development of digital radio and FM. Assumptions about listeners’ needs and preferences appear to have been based on little actual audience research and, with continual reference in the literature to the supposed deficiencies of the predecessor technology, suggest an emphasis in decision making on the technical qualities of radio broadcasting over an appreciation of actual audience preferences.