MEDIA RELEASE - Digital Radio Plus

DAB+ is the digital radio technical delivery system that will allow radio broadcasters to
deliver a much more dynamic, multi-media experience to the listener.
The additional spectrum in the DAB+ system will enable broadcasters to provide extra
audio channels, a superior sound quality, a pause and rewind facility plus a new visual
aspect to radio with the introduction of scrolling news, sport and weather text and the
ability to transmit on a small screen a picture of a radio host or band, the cover of a
CD or an animated logo.
“Every execution in the campaign is designed to generate interest by illustrating that
no matter what type of radio broadcast you listen to – music, talk, sport, news,
lifestyle… digital radio will enhance the experience and make it that much better,”
explained SMART Sydney Managing Director, Jamie Clift.
The Digital Radio Plus sonic mnemonic feature of the campaign is a subtle 'plus' vocal
using the voice of a child.
“The sonic is the most important part of the brand,” said SMART Creative Director,
John Mescall. “It‘s designed to serve as an audio shorthand for the brand like the
iconic Intel sound or Windows start up sound.”
All communication will direct listeners, readers and viewers to the new consumer
website digitalradioplus.com.au
The consumer website will become the digital radio information gateway where
listeners, retailers and all key stakeholders can easily access information about digital
radio. The site will incorporate training modules for retailers and the advertising
industry about what digital radio can deliver
Consumers will also be able to SMS their postcode to the mobile phone number
0409DRPLUS (0409 377 587) to find out if they can receive digital radio in their area.
“Ideally, after the first phase of the on-air campaign begins, listeners will have seen
and heard the digital radio awareness raising campaign, will go on to the consumer
website to find out more about what digital radio will mean for them; undertake a
postcode search to find out where the broadcasts will be available and which retailers
will stock digital radios and then will purchase a new receiver ready for the launch,” Ms
Warner said.
Commercial Radio Australia is working together with retailers and receiver
manufacturers to ensure a digital radio is on top of everyone’s must buy list in 2009,
said Ms Warner.
Free-to-air digital radio services will begin in Sydney, Melbourne, Brisbane, Adelaide
and Perth on 1 May 2009.
Visit the Digital Radio Plus website at digitalradioplus.com.au
Media Contact: Melissa Fleming – 0417 499 529 Jenny Stevenson – 0402 214 039