Radio body says Australians want digital radio experience

   By Liza Kappelle

   SYDNEY, July 7 AAP - Australians appear keen to experience digital radio once it is rolled out, the national body representing Australia's commercial radio broadcasters said today.

   Commercial Radio Australia (CRA) is conducting and commissioning research into what listeners and advertisers want of the medium ahead its expected rollout - which will be by 2010 if CRA gets its way.

   Broadcasters are also conducting digital radio trials in Sydney and are in discussion with the federal government over a policy and timeframe for the introduction of the new medium.

   Digital radio is an audio broadcasting technology designed to improve sound and signal reliability compared with AM or FM radio.

   CRA chief executive Joan Warner said commercial radio generally had a 7.6 to 8.2 per cent share of the advertising dollar in Australia and hoped to increase that with the advent of the new medium.

   "We want to increase our share of the advertising pie," Ms Warner said.

   Digital broadcasting would offer advertisers the opportunity of multi-layering their message by adding functions including graphics, logos, still pictures and data with the sound.

   Ms Warner said a recent survey of 1500 Sydney people, by Colmar Brunton Media Solutions, showed 68 per cent of all respondents, and 80 per cent of those aged 20-24 years, would be interested in buying a digital radio if the service was available in their area.

   "The new research supports the industry's 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," Ms Warner said.

   Ms Warner said digital broadcasting was critical to the future of the broadcasting industry which has committed to investing an estimated $400 million in building a national digital network.

   In return the established stations want no-cost and priority access to digital spectrum for existing in-band broadcasters.

   AAP lk/sjh

05-07-04 1416