Biggest ever campaign for digital radio this Christmas
The biggest ever TV and radio Christmas gifting campaign for digital radio launches on 22 November and runs until Christmas Eve across commercial radio, BBC TV and BBC radio, in support of the transition to digital radio. The gifting campaign announced today by Digital Radio UK focuses on why 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 campaign features some of the UK's favourite comedians: David Mitchell and Arthur Smith on commercial radio, and Hugh Dennis and Sue Perkins on the BBC. The campaign uses the endline "digital radio, more to love" and dramatises how digital radio gives you more of what you love about radio and so makes the perfect Christmas gift.
The Christmas campaign by AMV/BBDO breaks on commercial radio on 22 November and will run across major commercial radio groups. The BBC trails by Red Bee break on BBC TV on 27 November and BBC radio on 4 December, and highlight 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 25 November - 2 January, including the Fourth Test which starts on Christmas Day.
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.
Digital radio listening has grown by almost 20% this year, with over 20 million listeners in 35% of all homes (source: RAJAR). According to Ofcom, digital radio is now in more homes than have smart phones, digital television recorders or watch HDTV.
Ford Ennals, Chief Executive of Digital Radio UK, said:
"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. You can find stations at the touch of a button and see track and artist listings on-screen. 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!"
Tim Davie, Director of Audio and Music at the BBC, said:
"We welcome the campaign as it will lead to more listeners enjoying outstanding programmes including those on our digital only stations such as BBC 7 or 6 Music. This year we have the added benefit of cricket at Christmas with coverage of the Ashes on 5Live Sports Extra."
Andrew Harrison, CEO of RadioCentre, said:
"2010 has been a milestone year for commercial digital radio with the passage of the Digital Economy Act and the launching of major new national commercial radio stations. We know listeners love digital radio and we believe that the Christmas campaign will help to accelerate the momentum towards digital radio switchover."
Owen Watters, Sales and Marketing Director of Roberts Radio, said:
"The ‘more to love' campaign is an important vehicle in promoting DAB digital radio and highlights some of the unique benefits. 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. This Christmas will see the launch of several new models from ROBERTS, whether you are looking for a ‘state of the art' model such as the STREAM 63i with WiFi and iPod dock or the stylish and affordable EXPRESSION."
Colin Crawford, PURE's Director of Marketing, 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. At PURE, we have a radio to suit every member of the family this Christmas whether it's the stylish EVOKE Mio by Orla Kiely, the rocking EVOKE-1S Marshall, the affordable ONE Mi or the high-tech Sensia. We are also launching two exciting new radios in time for Christmas, so don't write your list for Santa just yet!"
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About Digital Radio UK
Digital Radio UK works with Government, broadcasters, manufacturers, retailers, and a wide range of stakeholders to accelerate digital listening, to enable the expansion of the digital radio platform, and to ensure that industry meets the consumer-led criteria to be achieved by 2013, for a proposed radio switchover in 2015. Digital Radio UK's Board comprises representatives from the BBC, RadioCentre, Arqiva, Global Radio, Bauer Media, GMG Radio, Intellect and the Society of Motor Manufacturers and Traders.
The Digital Radio Action Plan announced by the Government in July supports the industry target of a 2015 digital radio switchover and requires a growth of digital listening by 25% p.a. over the next three years to meet the Government criterion of 50% digital listening.