Australians are eager to experience digital radio, with new research showing 68 per cent of all respondents, and 80 per cent of those aged 20-24, would be quite or very interested in buying a digital radio if the service was available in their area. The new research supports the industrys position that there is a strong potential consumer market for digital radio in Australia, and adds weight to the argument that the Government should clear the way for its introduction, Joan Warner, chief executive officer of industry body Commercial Radio Australia said on 5 July. Australians are saying they want digital radio and would be prepared to invest in new radio sets to access new features and enhance their listening experience.
The research, conducted by Colmar Brunton Media Solutions, found there was good consumer interest in digital radio across all age groups, with 68 per cent of all respondents saying they would be interested in buying a digital radio if the service was available. Awareness of digital radio was a key to driving purchase interest, with 81 per cent of those who said they knew a little about digital radio interested in buying one, and 86 per cent of those who said they knew quite a lot showing interest. Research firm Colmar Brunton conducted the attitudes survey among 1500 participants in Sydney in May as part of its online Omnibus study. The research showed that about half of respondents were aware of digital radio, with 66 per cent of males and 43 per cent of females saying they had heard about it.
CD-quality sound with no interference was nominated as the most attractive feature of digital radio (nominated by 75 per cent of respondents). The reliability of the digital signal, which does not require retuning, was second on 71 per cent. The ability to select all stations by name from a menu (no need to select AM/FM or frequency) achieved a 45% rating, and having a screen to display scrolling text such as news and song titles scored 42%. Enhanced sound quality was the single most important feature for all people, but particularly those who said they were predominantly AM radio listeners, Ms Warner said. Among respondents aged 35-39 and 50-65, menu station selection was a significant positive feature. Those aged 20-24 were most interested in having an information screen, and those aged 18-24 said having a rewind function was an important feature.
Broadcasters are conducting digital radio trials in Sydney and are in discussion with the Federal Government over a policy and timeframe for its introduction. The industry views digital broadcasting as critical to its future and has committed to investing an estimated $400 million in building a national digital network in return for no-cost and priority access to digital spectrum for existing in-band broadcasters. The first consumer research panels have also been formed to gain feedback from a wide range of listeners, and leading advertising agencies have been invited to take part in an advertising advisory panel.