Three Quarters Of People Know Nothing Of Digital Radio, Finds Survey

According to the latest Sensor survey from CIA MediaLab, 76% of the population have never heard of digital radio or do know what it is. Only 4% of people claim to be very familiar with the format, compared to 15% for digital television. The survey also shows that only around 7% of people would be prepared to pay more than £100 for a digital radio receiver.

However, almost half of those surveyed believe that on-screen advertising would be useful. Less interference and single station frequencies were also thought to be worthwhile benefits of digital audio broadcasting (DAB).

These results come as a number of major players in the UK radio industry are investing in DAB. GWR Group has formed a division called Now Digital which aims to bid for regional digital licences throughout the UK (see GWR Forms Regional Digital Radio Unit); Capital and EMAP Radio’s CE Digital has already been awarded digital licences by the Radio Authority (see CE Digital Wins Manchester Digital Radio Licence) and a number radio and broadcasting companies have shown interest in providing content for the UK’s only national digital multiplex (see Major Media Companies Show Interest In National Digital Radio).

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