We’ve all had the annoying experience of listening to the radio and hearing a great song but not knowing who it is, or turning the radio on, just to have missed the day’s weather forecast.

Frustrations like these are set to become a thing of the past with revolutionary Visual Radio technology, initially developed by Nokia and being rolled out by HP around the region, starting with Singapore, Thailand and India.

Like the name suggests, Visual Radio provides users with images and text that are synchronised with a radio broadcast that has been tuned into using a mobile phone. For example, if a radio station is playing a song from Madonna, using Visual Radio, the mobile phone handset might also show an image of Madonna, the name of the song or its current chart listing. Users may also see upcoming concert dates, purchase ring tones, video clips or other types of digital content from the artist, and participate in radio station promotions.

“Visual Radio is elegant in its simplicity. We are taking the traditional models of broadcaste rs and mobile operators and injecting them with new capabilities for the 21st century,” said David Harrah, Visual Radio Marketing Manager, HP.

The result is a refined radio experience with enhanced content and interactivity that is targeted to the end user, while reflecting the broadcaster’s branding, image, look and feel.

This interactivity could include getting a detailed weather map during weather forecasts, accessing news and traffic alerts while songs are playing, or purchasing concert tickets or ring tones of the song currently playing. Lifestyle tips, movie reviews, fashion and other types of infotainment news could also be found.

“The beauty of Visual Radio is that it is an on-the-go technology that enhances the traditional radio experience, while fitting neatly into mobile phones already carried by millions, everywhere, every day,” said Harrah.

“Using digital technolgoy, Visual Radio helps bring together the communications, entertainment and computing industries to create a new channel for entertainment, information and e-commerce,” he added.

Visual Radio is available today on 10 different Nokia handsets. By year-end, the number of models available will more than double, with a large multitude of Visual Radio-enabled phones projected to be sold in the near future.

The technology was initially developed by Nokia for integration into mobile phones carrying FM radios. HP came on board to market, sell, distribute and implement the Visual Radio solution with operators and radio stations globally.

HP provides the Visual Radio service as a hosted solution, enabling a mobile operator to offer it as a service to its subscribers. Additionally, HP installs the Visual Radio software tools broadcasters need to develop the interactive visual content synchronised to the radio broadcast. They also manage training and support for broadcasters and mobile operators, while Nokia manages consumer support.

The other key players are the radio stations who create the content synchronised with their existing radio broadcast, and the mobile operators who broadcast Visual Radio digital content and services to customers. They also manage billing for data traffic and the purchase of content and services.

In collaboration with Nokia, HP introduced the service to Singapore late last year - one of the first markets in the world and the first in Asia to have access to this revolutionary technology.

Singapore ’s largest radio network, MediaCorp Radio, part of the MediaCorp Group, is the first broadcaster in Asia Pacific to launch the service, starting with its English hits station, 98.7 FM as the first Visual Radio station in the country. Leading mobile operator Starhub provides the operator network and billing to customers. MediaCorp is also planning to rollout Visual Radio for its Chinese-language station, Y.E.S. 93.3FM.

Thailand also plans on launching the service this year and arrangements have been signed with RS Promotions and True Move (formerly known as TA Orange). In India , the service will be available from Radio Mirchi and partner mobile operators soon. Malaysia will also join the ranks of Visual Radio countries in the region.

Some of the world's largest operators and broadcasters have signed on to implement and launch the service throughout the world. The response from broadcasters and operators is very positive. Radio listeners won’t have long to wait for the service to be rolled out in their own country in the next few years.

According to HP, the great thing about Visual Radio is that it is a win-win for everyone – not just for listeners but equally for radio stations, advertisers, the music industry and mobile network operators.

“Broadcasters and advertisers are embracing new technologies that enable them to reach their audience in new ways, while mobile operators seek new revenue streams that capitalize on consumers’ demand for entertainment content on their mobile phones” said Debbie Brackeen, director, Visual Radio program, HP.

“Visual Radio offers a compelling consumer experience that meets each industry’s needs,” says Brackeen.

Central to the proposition that Visual Radio offers radio stations is the heightened value it drives for listeners and advertisers alike. While extending listener loyalty through its interactive features, stations can collect valuable listener feedback and sell digital content and other goods or services in real-time.

For mobile service providers, Visual Radio affords a compelling new service to offer their subscribers and increases network utilisation.

Advertisers also win, with a new, enriched, two-way medium on which to carry its marketing messages. The music industry also benefits through the potential for closer ties to be created between artists and their fans, through interactive radio.

With benefits for all involved parties, HP and Nokia look set to give traditional radio as we know it, a whole new look with this exciting new technology

The result: an interactive, convenient and enhanced medium that will change the way we view radio, well into the future.

» Visual Radio