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 RSS News Feed | 18 November 2010 |
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Digital radio to be backed by biggest ever TV and radio campaign | Back |
Supporting the transition to digital radio, the advertisements will run across commercial radio, BBC TV and BBC radio.
The campaign will spread the news that digital radios are this Christmas’s top digital gift, offering the benefits of extra content and digital features such as internet radio and iPod docks. The catchline is “digital radio, more to love”, said the body spearheading digital radio switchover in the UK, Digital Radio UK.
The campaign stars top comedians – David Mitchell and Arthur Smith on commercial radio and Hugh Dennis and Sue Perkins on the BBC.
The commercial radio campaign, which breaks on November 22, covers Global, Bauer, GMG, Absolute, UTV and many local commercial stations.
The BBC trails break on BBC TV on November 27 and BBC radio on December 4 and focus on all the BBC content on digital radio, including digital-only stations.
BBC radio coverage of the England v Australia Ashes series will run on 5Live Sports Extra over the Christmas period from November 25 –January 2, including the Fourth Test which starts on Christmas Day.
Said Digital Radio UK: “2010 has seen the launch of new national commercial digital-only services including Absolute 80s, Absolute Radio 90s, Smooth UK and the announcement of the January launch of the Capital national network, supported by digital distribution.
“Digital radio is a major priority for the BBC which has announced plans for the extension of coverage of their digital services so they are nationally available, and their plan to launch Radio 4 Extra next year, a digital counterpart to Radio 4.”
According to audience research body Rajar, digital listening has grown by nearly 20 per cent this year and now has more than 20 million listeners in 35 per cent of homes.
Regulator Ofcom reckons digital radio is now in more homes than have smart phones, digital television recorders or watch HDTV.
“Digital radios are the perfect present to give this Christmas. For under £50 you get all your usual stations plus a huge choice of music and sport from up to 20 additional digital stations,” said Digital Radio UK chief executive Ford Ennals.
“And there’s a digital radio for everyone with additional features such as internet radio and iPod docks.They’re a bit more fun than a kettle!”
"The ‘more to love’ campaign is an important vehicle in promoting DAB digital radio and
highlights some of the unique benefits,” said Owen Watters, sales and marketing director of Roberts Radio.
“As we know, over half the annual radio turnover is conducted around Christmas so it is crucial that we are offering the customer a comprehensive range of high quality radios to choose from.”
At Pure, director of marketing Colin Crawford said: "We are delighted that Digital Radio UK is bringing the radio industry together to promote the tangible benefits of digital
radio to listeners in the run up to such a key selling period.”
“Digital radio is a major priority for the BBC which has announced plans for the extension of coverage of their digital services so they are nationally available, and their plan to launch Radio 4 Extra next year, a digital counterpart to Radio 4.”
According to audience research body Rajar, digital listening has grown by nearly 20 per cent this year and now has more than 20 million listeners in 35 per cent of homes.
Regulator Ofcom reckons digital radio is now in more homes than have smart phones, digital television recorders or watch HDTV.
“Digital radios are the perfect present to give this Christmas. For under £50 you get all your usual stations plus a huge choice of music and sport from up to 20 additional digital stations,” said Digital Radio UK chief executive Ford Ennals.
“And there’s a digital radio for everyone with additional features such as internet radio and iPod docks.They’re a bit more fun than a kettle!”
"The ‘more to love’ campaign is an important vehicle in promoting DAB digital radio and
highlights some of the unique benefits,” said Owen Watters, sales and marketing director of Roberts Radio.
“As we know, over half the annual radio turnover is conducted around Christmas so it is crucial that we are offering the customer a comprehensive range of high quality radios to choose from.”
At Pure, director of marketing Colin Crawford said: "We are delighted that Digital Radio UK is bringing the radio industry together to promote the tangible benefits of digital
radio to listeners in the run up to such a key selling period.”
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