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New Campaign Encourages Aussies To Upgrade To DAB+ Digital Radio

A new marketing campaign to encourage Australians to upgrade their old radio sets to a new DAB+ digital radio has been launched by the commercial radio industry.

The campaign likens upgrading to the transition from analogue TV to digital, focusing on its benefits, including better sound quality and up to 30 extra stations.

“Many people wake up to the same radio they have used for years – but like all technology, there are benefits to upgrading to a new digital model,” Commercial Radio Australia chief executive officer Joan Warner commented.

“Consumers spend about 16 hours per week listening to radio, so it’s a worthwhile investment for the extra station choice and better sound quality.”

GfK’s Digital Radio Report 3, meanwhile, has been released, showing a cumulative audience of 3.6 million people for DAB+ simulcast and digital-only stations in the five major metropolitan cities.

Warner stated that there were 2.73 million DAB+ devices in market at June, including 652,000 in new cars, while the figures include sales of the LG Stylus DAB+ smartphone.

“We’re pleased that consumers have reacted positively to the LG Stylus DAB+, making it LG’s number one selling smartphone in Australia in 2016,” she commented.

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