Up to half a million digital radio sets could be in use by the end of this year, following 170% growth in sales in 2002, according to new figures from the Digital Radio Development Bureau (DRDB).
Only 175,000 DAB radios had been sold by the end of May this year, but the DRDB predicts that sales will total between 350,000 and 500,000 by December. The push from new manufacturers and products could drive sales to one million by the end of 2004, the group forecasts.
“Radio broadcasters, both public and commercial, have been committed to DAB digital radio for some years now, although at times it was a lonely place to be,” admits DRDB chief executive Ian Dickens.
“This market data provides credible proof that consumers are buying into DAB, and that commercial opportunities exist for manufacturers, retailers, advertisers and broadcasters alike. Suddenly, the case for DAB has moved from theory to fact,” he adds.
The DRDB’s research shows that the majority of people (almost 80%) have bought a DAB radio in order to listen to new, digital-only stations. A fifth of people bought it specifically to listen to BBC 7, the BBC’s new comedy, drama and children’s station.
Whilst the survey shows that awareness of DAB is increasing, up from 16% of people in 2001 to 30% this year, the proportion of people saying that they are likely to buy a digital radio in the next six months is just 6%.
However, awareness and interest are likely to receive a boost over the coming weeks as the BBC launches a high-profile marketing campaign for its five digital stations – 1Xtra, Five Live Sports Extra, 6 Music, BBC 7 and the Asian Network. The Corporation is also planning to invest in its transmitter network, increasing digital coverage from the current 65% of the population to 85% by 2004.
The Government has said that it is planning to conduct a review of the UK’s digital radio industry, which could lead to a timetable for a ‘switch-off’ of analogue radio broadcasting (see Government Announces Review Of Digital Radio).
