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Vodafone Australia Partners with Nova Entertainment for Radio Stunt

July 12, 2016

Vodafone Australia, an international telecommunications company with a strong presence in Australia, has had its share of disappointment this decade. It experienced (therefore, its customers experienced) a series of network outages beginning in 2011. This continued for some time and extended so far that customers began to refer to their telecom as “Vodafail.”

Vodafone’s former CEO Bill Morrow and his successor Inaki Berroeta have tried since those outages to make the network better. Their efforts have included direct network improvements and partnerships, such as its latest with Nova Entertainment, that have restored some faith in the company. This coming Monday, Nova will begin broadcasting a prominent radio program that will be carried, in part, over the Vodafone wireless 4G network.

Nova’s show, which airs every weekday from 4 to 6 p.m. and stars Kate Ritchie, Tim Blackwell, and Marty Sheargold, accompanies a large audience with entertainment during their commutes home from work. The large audience depends on the show to be reliable and air without hiccups. Therefore, it will be on the shoulders of Vodafone’s network to handle the transmission with error for this partnership length: six full weeks.

Benoit Hanssen, the chief technology officer at Vodafone Australia, commented on the improvements of the national cellular network and the importance of this partnership with Nova.

“The Vodafone network over the past years has improved tremendously,” Hanssen said. “We’ve been looking at ways to get customers and people in the country more aware of that without doing just another advertising campaign.”

Vodafone’s 4G network will carry the radio signal through 4G signals from the Nova studio to the radio tower. Traditionally, this process happens by way of a cable that links studio and tower.

Hanssen said he believed in the capability of the Vodafone network to handle the bandwidth associated with the radio transmissions. He also noted that the network has not been altered in any way to accommodate the stunt. His company has only checked the network to make sure it will work as expected.

If Vodafone is successful, it could show its customer base, which rose from 5.3 million to 5.44 million from 2014 to 2015, that their network service is as reliable as they desire. The group sales director for Nova, Peter Charlton, also commented that this project is important for his radio station. The demonstration will soon be live for all radio listeners to hear, though if everything goes as planned, they might not hear anything different at all.

Edited by Peter Bernstein

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