DAB Receivers Could Revolutionise Radio Advertising

DAB digital radio could revolutionise the way advertisers use the medium, according to Tony King-Smith, director of Panasonic’s European System Design centre.

Yesterday afternoon at the Radio Academy’s annual Radio Festival in Cambridge, King-Smith unveiled the prototype of a new digital receiver that allows advertisers to send text-based marketing messages to listeners.

The device, which could be in the shops early next year, will enable advertisers to have their messages and contact details displayed on a special LED screen along with stations details and programme information.

According to King-Smith, the new receiver could change the face of radio advertising, allowing brands to create interactive, multidimensional campaigns.

John Naughton, chair of industry think-tank RAB-eye, also told delegates that digital radios, which can already been integrated into 3G mobile phones, could soon be equipped to receive static images and web pages.

The first £99 digital radios are due to go on sale later this month and according to Broadcast Minister, Kim Howells, the popularity of digital radio will be driven by these new low cost receivers. He said: “It is a very exciting time for digital radio and I am confident that demand is out there.”

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