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.
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.