With digital radio trials in Sydney and Melbourne now extended up to another 12 months, the latest results from consumer testing are revealing cautious enthusiasm towards the medium, but advertisers aren’t convinced yet.
The trials are being carried out by Commercial Radio Australia (CRA) and Broadcast Australia, with research being conducted by Colmar Brunton. So far over 90 consumers have been enlisted to use new digital receivers in the form of a car panel, a portable panel, as a hi-fi, and a PC user’s panel.
The survey found that 52% of the participants agreed that digital radio prompted them to listen more to the medium, with 21% strongly agreeing and 10% disagreeing.
Over 40% agreed that digital radio led them to listen to a larger variety of stations, with 27% strongly agreeing and 12% disagreeing. And while many were happy with the improved quality of the broadcast, the ease of tuning on the receivers, and the provision of a scrolling text—giving listeners more information on songs or programme details—participants did however express frustration with this last feature, citing that it was often too text -heavy, slow and jerky.
CRA chief executive, Joan Warner, says lots of new receivers are constantly being developed with prices also starting to decrease. And one particular product CRA is planning to trial in July will allow listeners to download songs they’re listening to onto their digital receivers, using in-built technology similar to the capabilities of a MP3 player.
“This device is currently being trialled in the UK allowing you to press a button to download a track immediately and legally. People love it over there because there’s no risk of being sued and also stimulates interest in artists and their other music. We’ve spoken to the record industry here to conduct a trial in the second half of this year,” Warner says.
While the number of participants in the consumer panel is expected to increase as the research continues, an advertising panel will also soon be in operation to allow marketers and agencies to contribute to the development of the new technology to help them better sell their brands and products.
