Digital Radio UK appoints AMV to create campaign

Digital Radio UK, the company charged with overseeing the digital radio switchover, is to launch a campaign that aims to drive digital radio take-up ahead of the planned 2015 switchover.

The body has appointed Abbot Mead Vickers.BBDO to develop campaigns that highlight the benefits of digital radio and increase awareness of the platform.

The first activity will break in May and with advertisements highlighting radio’s coverage of sport in the run up to the World Cup in June.

The Digital Economy Bill, currently passing through Parliament, proposed a date of 2015 for switchover. To meet that date about 50% of all radio listening must be via digital listening by 2013.

However, recent Rajar data found digital’s share of all radio listening fell to 20.9% in the fourth quarter of 2009, down from 21.1% in quarter three, but up from 18.3% a year earlier.

The radio industry has launched several initiatives over the past year to prepare for the switchover. Digital Radio UK recently announced plans to boost London’s digital radio signal by installing new transmitters across the capital.

Last year, the BBC and commercial radio unveiled a standardised online radio player that can stream every licensed UK radio station, in a bid to bid to boost online listening.

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