Summer is the hottest time for listening to the radio, whether in traffic, on the lakeside at a summer house or on a boat. Excellent signal and coverage throughout Finland is guaranteed by Digita, whose expertise is relied upon by all of Finland’s major broadcast companies: YLE, Sanoma and Bauer. 

“In total, Digita’s customers include forty radio channels and about 700 transmitted frequencies. Our networks broadcast large volumes of sound to the world,” says Pekka Mattila, Director, Radio Business at Digita. 

Digita’s role is to guarantee to customers that everything related to broadcasts goes smoothly. 

“It’s important for broadcasters and advertisers that the signal is free from interruptions.”

Radio is a versatile medium and the industry is doing well, says Pekka Mattila, Director, Radio Business at Digita

According to Mattila, radio channels are now more specifically targeted to different listener groups, and the pace of changes has increased. 

“Many new segment-specific channels have started up, and media companies are clearly seeking out different focus groups.  Channels can be re-profiled relatively quickly based on changes in the commercial and listener landscape and market analysis.” 

On Digita’s end, such channel changes mean, among other things, minor changes in audio processing services or channel names so that the name appears on the car radio screen correctly. 

According to Mattila, channels are also more specific in terms of the sound of the broadcast. 

“The sound must conform to the channel profile. Classical music requires an entirely different sound compared with a channel that plays rock, for example”, says Mattila. 

Another trend is the increasing number of regional programmes and advertisements. Geographical targeting is increasingly important for channels and advertisers. 

An emerging phenomenon in radio are short-term channels based around an event, which are growing in popularity all the time. Many are familiar with Ralliradio, the channel for the Jyväskylä WRC Rally that has become something of a tradition, and many religious events also host their own, popular radio channels. Event organisers are coming up with new concepts all the time, says Mattila. 

“For example, the Kuhakunkku fishing competition broadcasts a radio program for the duration of the event. Event-themed channels and short-term radio licences offer event organisers a great way to serve their customers. Digita can help event organisers set up a short-term radio channel quickly and easily,” says Mattila. 

The future appears strong for the radio business, and listener ratings have been solid. In the past ten years, podcasts and online streaming content have emerged alongside traditional FM radio. 

Mattila sees the different forms of audio as mutually supportive, not competitors. He throws out the idea of broadening the use of podcast content on FM radio channels. 

“It is worth combining the positives of both genres and creating networks that support each other. FM radio is an unmatched concept for consumers because of its ease of use, and if the content is done right, listeners will tune in.” Rather than mutually exclusive, I see the different uses of audio to be supportive of one another. A wider range of content is ultimately in the consumer’s interest.” 

The importance of radio in terms of security of supply has resurfaced in recent years, first due to COVID and now following the Russian invasion of Ukraine. 

The 72-hour preparedness recommendation by the authorities and non-profits includes advice such as storing battery operated radios and batteries at home in case of power outages or more serious emergencies. 

“This is indicative of the importance of radio in today’s world.” 

Radio is needed to transmit accurate information also in Ukraine, where Digita has recently sent a few radio transmitters and telecommunications equipment. 

“The Ukrainians see radio as a reliable way to deliver accurate information to citizens.” 

“I’ve said it many times that there are few units I haven’t worked in at Digita other than HR, finance and legal. I’d say I’m pretty familiar with the company,” says Mattila.