Retailers and the commercial radio industry will begin a three phase digital radio advertising campaign across all commercial radio stations in Sydney, Melbourne, Brisbane, Adelaide and Perth from early April.

Commercial Radio Australia CEO, Joan Warner, said at a meeting attended by retailers, suppliers and the commercial radio industry yesterday, that the industry and retailers were on track with the on-air campaign to promote the switch on of digital radio services to listeners.

Warner said that commercial radio digital services would be rolled out progressively throughout May and in the first few weeks, as required by the regulator, would be in interference test mode while any interference issues are dealt with. 

“With nearly 80% of Australians listening to commercial radio each week, it is important that we let our listeners know about digital radio, that digital radio is coming, and provide good on-air support to the retailers who will be stocking receivers,” she said.
 
Retail relationship pivotal
She also commented that co-operation between receiver manufacturers, retailers and the radio industry was pivotal to a successful introduction of digital radio in Australia.

“Retailers are excited about the interest digital radio will generate in the audio retail market during what is one of the toughest retail environments in many years,” she said. 

Warner also flagged a ‘major and historic’ listener event to be held in August, once ABC and SBS services join commercial radio services on air in all cities. This event will be held simultaneously across all five state capital launch cities. 

Members of the Advisory Group include retailers Harvey Norman, Dick Smith Electronics, Clive Peeters, The Good Guys, NARTA, Big W, Domayne, David Jones, Myers and receiver manufacturers JVC, Philips, Pioneer, Samsung, Pure, Bush, Teac, Sanyo, Roberts, iRiver, Yamaha and Sangean.