The man leading the push towards digital radio switchover in the UK has told RadioToday.co.uk that the industry momentum on the issue is starting to lead to better consumer take-up.
Writing exclusively in this week’s eRADIO, Digital Radio UK Chief Executive Ford Ennals also revealed plans for another nationwide radio airtime campaign due to start next week to promote digital radio.
Ford told us: “Digital radio has had a long and sometimes bumpy journey, but now there is real Government commitment and industry momentum, which is beginning to be reflected in the consumer takeup of digital radio and digital listening figures.”
This month’s release of Q1/2011 RAJAR figures showed listening via digital platforms to now be at 26.5% of all radio listening, with just under half of listeners saying they listen to digital radio each week. Mr Ennals says the rollout of brands like Capital, Kiss and Smooth to millions more DAB receivers across the UK – plus the national launch of Jazz FM and Radio 4 Extra – means the range of stations offered digitally is now ‘stronger than ever’. He added: “Digital radio gives listeners in most areas at least 20 extra digital-only stations.”
An airtime campaign launching on Tuesday will feature the voice of singer Lulu, and we’re told will aim to increase ‘awareness and understanding of the choice of genres available on digital radio’. Digital Radio UK is also supplying point of sales information to Tesco, Currys, Co-op and independent electrical retailers to help retailers explain the benefits of a digital radio with FM to their customers.