The BBC is underlining its commitment to DAB digital radio, with a major on-air promotional campaign for its complete portfolio of digital radio stations – 1Xtra, Five Live Sports Extra, 6 Music, BBC 7 and the Asian Network.
The five-week campaign, the first by the BBC to promote its family of digital radio services, incorporates TV, radio and online elements. The BBC also confirmed details of the upgrading of its digital radio transmitter network from 65 per cent to 85 per cent coverage of the UK population in 2004.
Jenny Abramsky, Director of BBC Radio & Music and Vice-Chair of the Digital Radio Development Bureau (DRDB) said “For the first time digital radio is on its way to becoming a mass market proposition, rather than the preserve of audio enthusiasts. For the BBC there is also the encouraging sign of digital converts being attracted by new stations, particularly those provided by the BBC.