iTWire - First digital radio station finally on the “radar”

First digital radio station finally on the “radar”

by Alex Zaharov-Reutt
Friday, 12 December 2008
Page 1 of 2 Years after other countries have introduced digital and even satellite based radio stations, Australia is finally getting on board the digital radio revolution, with major radio broadcaster Austereo first on the radar with the “Radar Radio” digital station. Register now to win a Canon EOS 500D The “first nationwide digital network and Australia’s first commercial digital station” has finally launched down under, dragging Australia into the digital era at last. Called Radar Radio, and coming from one of Australia’s top commercial networks, Austereo, Radar Radio says it will “exclusively play undiscovered artists, with a heavy focus on Australian acts.” Although Radar still can’t be heard through a DAB+ digital radio until next year, the service is going live immediately via the Radar Radio website. Unlike previous online-only radio networks launched in years past, broadband is now widespread on wired and wireless networks, consumers are well used to downloading radio podcasts of popular shows, and streaming radio is well entrenched around the world. This means that Radar will likely enjoy quite a spike in interested new listeners who will then move on to the actual broadcast once it officially beings being sent over the digital airwaves and consumers start buying DAB+ radios. Austereo also predicts that digital radio will provide “exciting opportunities for advertisers”, with Austereo trumpeting “BigPond as the foundation partner to Radar Radio”. Austereo Chief Executive Officer Michael Anderson says that Radar Radio “builds on the digital leadership Austereo has established”, and adds that “this is an incredibly exciting venture, not just for listeners, but for the hundreds of undiscovered bands in Australia yearning for airplay. “Digital radio gives us the opportunity to have more tightly targeted brands, and Radar Radio really shows the potential of digital radio. “It will reach a very specific target audience in a very specific environment and that’s attractive to our advertisers.” What else does Mr Anderson (no, not Neo) have to say, and what are some of the benefits of the existing online stream that Austereo is touting? Please read on to page 2. << First page < 1 2 Next page > Last page - Post your comment >>