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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
UP FRO NT RA DIO DIGITALRADIO SWITCH-ON By Joan Warner, chief executive officer, Commercial Radio Australia WE ARE NOW SEVE RAL MONTHS AWAY from one of the most signifi- cant m il es tone s in Aust ralian broadcasting history – the arrival of digi tal r adio in ear ly 2009 . Over time, free to air digital radio broad- casting will transform what it means to broadcast, advertise on, and lis- ten to the radio. It is already a reality in many parts of t he worl d - t he UK, U SA, Canada, part s of A sia an d of Europe all have digital radio. So we have ma ny countri es an d experi - ences to learn from! The most constant c ompariso n here is ma de with the UK, which did no t have the best sta rt a little over ten years ago. To be fair, i t is only in the past three to four ye ars that the UK market has introduced a unifi ed o ngoing marke ting me s- sage f rom th e BBC an d t he com- me rcial radi o sec tor work ing together , afforda ble recei vers an d better bitrates for better audio qual- ity. These factors c ombined h ave resulted in recent take-up rates that are more promising. Figures released earlier th is yea r, by t he UK D igit al Rad io Dev elo pment Bureau (DRDB), show digita l receiver pe netrat ion Joan Warner: “Australian radio is focused on delivering digital radio to listeners from next year” now at 27% of households in the UK with D AB radi os s el ling at more than two million a year. We have learnt much fr om the UK experience. Firs tly - the tech- nology Au stralia is launc hing – DAB+ - is far superior to, and more spectrum e fficient th an, the olde r DAB technology introduced in the UK resulting in better sound quali- ty a t lower bitrates. We have also planned for indoor c overage – th e UK experience was based on plans for mobile reception and thus was hampered by poor re ception an d poor signal quality. The power of DAB+ a lso me ans more powerful technology – better sui ted to sti ll pictures a nd da ta feeds - allowing the medium here to provide many more features such as real time traffic and weather infor - mation on-screen for listeners. In Austra lia, the deployment of digi tal radi o is supported by th e entire industry – commercial, ABC and SBS and community b road - casters. This is completely different to the UK where the BBC c om- menced broadcasting s ome y ears before the commercial se ctor a nd thus had a distinct lack of a united approach. In Australia all the major networks wil l be migra ting current radio brands to digital from next year, so listeners will have a ri cher exp eri- ence and more information on their favourite stations as well as the very real possibility of additional audio streams and dat a ser vices. Broadcasters are not yet read y t o reveal their specific pl ans for addi- tional services. There is obviously a need, from a competitive p erspec- tive, for individual n etworks a nd stations to retain some confidential- ity this far out from switch on. But the important point is tha t the industry is completely uni ted on using the power of the t echnology to implement what will be the next maj or advan cement for radio in Australia. An industry-wide marketing and communications campaign is immi- nent. The campaign will include extensive on-air ads promoting digi- tal radio and its advantages, which will be heard on all stations in the five major launch markets: Sydney, Melbourne, Brisbane, Adelaide and Perth. Equ all y we ar e t al king to t he broader advertising industry about the launch of digital radio, and have establ ished the Di gital Rad io Advertising Advisory Group which will help facilitate important feed- back and advice. In additi on, we have invol ved retailers and manufacturers of digi- tal radio receivers in our marketing and communications plan. This will ensure we are all working together - so we have the right product at the right time in the shops as soon a s possible. The anticipated range of dig ital r adi o r ece ive rs includes standalone receivers; all-in-one hi-fi systems; and adaptors for car radios and iPods. Austral ian radio is focu sed o n delivering digital ra dio to listeners from May next year. It will allow listeners greater choice and a richer content experience. The potential is very exciting. New brand and logo for digital radio THE AUSTRALIAN RADIO INDUSTRY has re vealed t he dig ital r adio l ogo and m ulti-m illion dolla r on-a ir awaren es s c ampa ign that will launch t he swit ch-on of the Aust ral ian radio ind ustry’s n ew technology platform. “Digital Radio – it’s radio as you know it…plus”, forms th e ba sis of the camp aign. A plus ( +) feat ure acts as a constant memory aid in all – ra dio, onli ne, po int o f sale and visual media and a distinctive audio sonic mn emonic will ide ntif y th e bra nd on radi o, te levision an d online. Developed b y in dependent cr e- ative a gency Smart, in conjunction with Commer cial Ra dio Australia and with the support of all the com- mercial stations, plus the ABC and SBS, the launch campaign for d igi- tal radio will i llustrate that radio i s abo ut t o undergo a mul timedia technology transition. The industr y-wide Di gital Rad io Plus on -ai r awar enes s ca mpaign , worth an estimated $10 mil lion will 22 CAMP AI GN B RIEF A plus (+) feature acts as a constant memory aid in all – radio, online, point of sale and visual media and a distinctive audio sonic mnemonic will identify the brand on radio, television and online. be rolled out in three phases in the first quarter of 2009 in the digital radio launch m arkets of Sy dney, Melbourne, Brisbane, P erth an d Adelaide. The first phase in the campaign will be a tease tactic to com mence in the first quarter of 2009 to intro- duce the brand and raise awareness. Phas e two wi ll outlin e the new capabilities and benefits of dig ital radio and generate e xci tement i n preparation for a specific retail pro- motion to take place. Ph ase th ree will drive the usage of digital radio as the switch- on t akes pl ace an d also promote a nat ional l istener focused launch event. DAB+ is the digital radio te chni- cal delivery system th at wi ll all ow radio broadc ast ers t o deliv er a much more dynamic, mult i-media exper ience to the l istener . Th e additional spectrum i n th e DAB+ system allows broadcasters to pro - vide extra audio channels, a supe ri- or soun d qual it y, a pau se and rewind faci lity plus a n ew visual aspect to radio with the introduc- tion of scrol ling n ews, sp ort an d we athe r te xt and t he abi li ty t o transmit on a small screen a picture of a radio host or band, the cover of a CD or an animated logo. All communication will direct lis- teners, readers and viewers to the new consumer website digitalradio- plus.com.au The con sumer webs it e wi ll become the digital radio informa- tion gateway where listeners, retail- ers and all key stakeholders can eas- ily access information about digital rad io. The site w ill incorporate training modules for retailers and the advertising industry about what digital radio can deliver. Consume rs wil l also be able to SMS their postcode to the mobile phone n umber 0409DRP LUS (0409 377 587) to find out if they can rec eive digital radio in their area. Free-to-air digital radio services will begin in Sydney, Melbourne, Brisbane, Adelaide and Perth on 1 May 2009. Visit the Digital Radio Plus web- site at digitalradioplus.com.au SEP T E MBE R/OCT OB E R 2 0 08
Awards Dec 2008