The Digital Radio Development Bureau is to become the central consumer marketing point for digital radio, hopefully in a move to give the troubled platform a brighter future.
Previously, individual multiplex operators were responsible for advertising their own offerings but digital stations will continue to be marketed by broadcasters themselves.
A new role of director of marketing has also been created, and will be filled by MXR's Diane Wray. Also moving over from MXR are marketing manager, Claire Pilkington, and press and PR executive Christopher Goymer.
DRDB chief executive Tony Moretta said: “A model where one body takes responsibility for marketing and product development has proven successful for other digital platforms, such as Freeview. With shareholders including the BBC and major commercial radio broadcasters, the DRDB is ideally placed to take on this role.
“Diane brings with her a wealth of experience, knowledge and insight into marketing digital radio. She and her team have delivered valuable consumer awareness of DAB, and their work with retailers and manufacturers has helped to drive sales to over 7.6 million radios in UK homes. We look forward to them joining the DRDB team.”
Diane Wray says: “Bringing all consumer DAB marketing under one roof makes perfect sense. I’m looking forward to working with a wider portfolio of radio stations, encompassing both the BBC and commercial sectors, to help grow the digital radio market.”
Wray, Pilkington and Goymer join the existing DRDB team which includes communications director, Mandy Green and project manager, Lisette Cooper.
The Digital Radio Development Bureau is funded and supported by Arqiva, Bauer Radio, The BBC, Digital One, 4Digital Group, Global Radio, GMG Radio, The RadioCentre, UBC Media and UTV Radio.