Digital radio celebrates first birthday

06 August 2010

Today the radio industry celebrates one year of digital radio on air at full power in Adelaide, Sydney, Melbourne, Brisbane and Perth.

A year ago, Australian commercial and public radio broadcasters held a simultaneous breakfast outside broadcast in the cities to kick off the launch of digital radio.

Joan Warner, CEO of Commercial Radio Australia (CRA) said: “The industry continues to work together to promote digital radio with advertising on air and by launching fresh new digital only content which should encourage listeners to try digital radio.”

In the following 12 months, sales of digital radios have steadily increased and up to 18 new digital only stations are on air in each market. According to Nielsen Radio Ratings, the latest data shows 523,000 people listening to digital radio in an average week and three times the predicted number of digital radios in the market at nearly 150,000.

The next hurdle for the industry is getting those radios into cars. The CRA recently ran two successful Automotive Industry Workshops receiving positive feedback from the car manufacturers for the integration of digital radio into vehicles.

Looking ahead Ms Warner said: ”Broadcasters want digital radio to be available throughout the whole of Australia and to see all new cars with factory fitted digital radio. Radio is a part of Australians everyday routine and we want to continue to provide listeners with new and exciting content to keep our loyal listener base.”