Radio Gets Interactive With First Ever Multimedia Trial
The Government funded dDAB Consortium is aiming to bring a greater level of interactivity to conventional radio broadcasts with the launch of the first ever live UK trials of a new multimedia radio service.
The trials, which take place in London and Loughborough, will enable consumers with wireless devices to listen to various live audio channels, whilst viewing synchronised visual content delivered via DAB digital radio data streams.
Throughout the trial period, a specially selected group of listeners will also receive a series of banner ads and sponsorship messages, which will broadcast alongside a live audio stream from Virgin Radio’s Liquid DAB digital radio station.
According to the dDAB Consortium, which comprises Unique Interactive, Virgin Radio, Nucleus Digital and TTPCom, the aim of the trials is to asses the relevance and effectiveness of the visual data delivered in conjunction with radio.
Commenting on the initiative, Iain Duncumb of Impact Research, the group behind the project, said: “DAB digital radio allows for the broadcast of audio with pictures and text and is ideally suited for mobile environments. This will mean that in the near future radio listeners will be able to receive additional information such as, images of scoreboards, interactive adverts, artist biographies and other contact information.”
Lee Roberts, sales director of Virgin Radio, added: “It is not the intention of these trials to change the fundamental nature of radio. What we are offering is the chance for radio consumers to enhance their audio experience by allowing them to capture information that would ordinarily be lost as the audio broadcast moves on.”
DAB digital radio already gives consumers access to simple information, such as the track currently playing and the name of the artist, via the scrolling text (see UK Players Unite To Launch First DAB Digital Radio EPG). However, the project is designed to offer listeners a much greater level of interaction.
dDAB Consortium: 01509 228235 www.ddab.co.uk
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