BBC Reveals Commitment To Digital Radio
The BBC has underlined its commitment to digital radio and has unveiled its first ever promotional campaign, which will incorporate TV, radio and online elements.
The campaign will promote the BBC’s portfolio of digital stations, which includes 1Xtra, Five Live Sports Extra, 6 Music, BBC 7 and the Asian Network.
The Corporation has also confirmed details of the upgrading of its digital radio transmitter network from 65% to 85% coverage of the UK population in 2004, bringing DAB broadcasts to new areas of Central England, East Anglia, the South and South East, the West and South West, the North, and Scotland.
Commenting on the campaign, Andy Duncan, director of BBC marketing and communications, said: “This is our first and biggest ever promotion of the BBC’s digital radio networks, with a major push this summer and another later in the autumn. We hope the campaign will drive digital radio take-up in the same way as our digital TV promotion last year drove viewers to our digital TV services.”
The Digital Radio Development Bureau (DRDB) recently revealed the results of the largest post-purchase research ever undertaken on digital radio and the first pan-industry research carried out on behalf of both commercial radio and the BBC.
The study revealed that the BBC has a strong grasp of the new digital radio services, with one in five digital radio buyers purchasing their receiver in order to listen to BBC 7.
The increase in digital programming and channels is also supporting the digital take-up rate and 80% of buyers bought their DAB radio to listen to new digital services and stations. The top pre-purchase enquiry to the DRDB consumer helpline in May 2003 was “which stations can I get?” In contrast, the top enquiry in November 2002 was about product information.
The research also reveals that awareness of digital radio services is on the up, and 30% of people are now aware of digital radio, an increase of 88% year on year.
According to industry estimates, digital radio sales have increased by 170% year on year with 175,000 radios now in UK homes.
Commenting on the research, Jenny Abramsky, director of BBC radio and music and vice-chair of the DRDB, said: “For the first time it shows that digital radio is on its way to becoming a mass market proposition, rather than the preserve of audio enthusiasts. It’s clear that the new BBC services are playing a major role in driving the uptake of digital radio.”
BBC: 020 8743 8000 www.bbc.co.uk
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