Friday, March 25, 2011

Digital radio listening up in Australia

Nearly 700,000 people in Australia's major cities of Sydney, Melbourne, Brisbane, Perth and Adelaide are listening to digital radio in an average week, according to new figures.

The statistics were released by Commercial Radio Australia, the body representing the country's commercial radio broadcasters, as part of the Digital Radio Industry Report 2011.

The figures also show that there are more than 400,000 digital radios in the market.

When compared to 2009 (July 09-Dec 09), there was an increase in digital sales of 185 percent in 2010/11 (Jan 10 - Jan 11) and a rise in digital radio listening to 5.6 percent (691,000 people) up from 3.7 percent (449,000) in 2010.

Commercial Radio Australia Chief Executive Officer Joan Warner said: "The commercial radio industry has spent more than A$25 million (US$25.2 million) on an ongoing and extensive digital radio marketing strategy and campaign and continues to work collaboratively with digital radio retailers and manufacturers to build the awareness with listeners.

"We're very pleased with these latest figures but recognise there is still much work to be done, particularly in relation to the roll out of digital radio to the rest of Australia.

"Our priorities over the next 12 months will be to build the growing metropolitan audience and the range of receivers available to them; work on specific promotions with retailers; work with car manufacturers to get DAB+ radios into cars; and work with the government to plan the regional rollout."

(Source : Asia-Pacific Broadcasting Union)

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