Sunday, 29 November 2015 20:03

Digital radio takeup increasing to cover home, work, car


Australians are embracing digital radio, with new data by showing four out of 10 Australians in the five metropolitan capital cities now have access to a digital radio at home, work or in the car.

Joan Warner, CEO of industry body Commercial Radio Australia, said the industry was pleased - as shown by a report by market research firm GfK  -  with the strong uptake of DAB+ technology, which offers high sound quality and new digital-only radio stations.

“The industry is continuing to enhance the quality and variety of DAB+ digital-only programming, and we’re confident that when consumers experience these targeted and sometimes niche services they will appreciate the great diversity that is now on offer.”

The research figures have been released as the commercial radio industry joins forces with radio manufacturer Bush and retailers JB Hi-Fi and Dick Smith to launch a $2 million marketing campaign to promote digital radio sales in the lead up to Christmas.

The campaign will launch on-air on 4 December, promoting a “Wake Up to Breakfast Radio” pack consisting of three products - a Bush TR82 DAB+ digital radio and matching kettle and toaster for under $250. The offer will also be supported by three 30-second radio ads which will be aired across 42 commercial radio stations as well as through online channels and retailer catalogues.  

Sales Director for Bush Australia, Brian Rodgers, said with consumer confidence returning to the market, the limited time offer represented great value for customers.

“Typically people wake up, turn on the radio, have breakfast and go, so the concept of packaging matched appliances with our best-selling digital radio makes for an appealing offer.”

Warner said the GfK figures show that the number of DAB+ devices sold in Australia has reached nearly 2.0 million, and more than 370,000 new vehicles fitted with DAB+ radio have been sold, bringing the total number of digital radios in the market to nearly 2.4 million.

Free to air DAB+ digital radio launched in the five metropolitan capitals in late 2009, and the Australian Media and Communications Authority recently extended licences for trials in Canberra and Darwin.

There are more than 30 extra DAB+ only stations on offer, including targeted formats such as sport, talk and news, children’s programming, country, chillout and dance music and short term pop-up stations focused on events or particular seasons.

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Peter Dinham

Peter Dinham - an iTWire treasure is a mentor and coach who volunteers also a writer and much valued founding partner of iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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