Fresh digital radio advertising push planned as listeners disappoint
The long awaited switchover from analogue to digital radio is likely to be delayed following disappointing uptake of the platform, with just 29.2% of radio listening conducted digitally – well below the 50% target set for 2013.
The 50% threshold has long been held to be the threshold at which the government would trigger its switchover but the poor showing thus far make it impossible for that target to be reached next year as hoped.
John Mottram, the minister responsible for radio, conceded that the timetable set out for switching off the FM signal would now need to be revised and said further details would be forthcoming in the New Year.
Previously that point had been pencilled in for 2015 but a new range of target dates will now have to be drawn up.
Digital Radio UK are devising a new advertising campaign to push the digital platform to the wider public as its head, Ford Ennals, explained: “A lot of people still don’t get it – they don’t understand what digital radio offers and why it’s important.”