DIGITAL MEDIA

LEADING Australian creative and media agencies have linked with the major radio networks to form a new group that will look at the challenges of introducing digital radio to the country.

The Digital Radio Advertising Advisory Group met for the first time in Sydney this week. It includes representatives from Clemenger BBDO, Mitchell & Partners, Starcom, Razor, Smart, OMD, Zenith Optimedia, Initiative, Carat, Maxus, Total Advertising and HMA Blaze. The agencies will meet with executives from Australia’s major radio groups – ARN, DMG and Austereo – and industry bodies Media Federation of Australia, the Australian Association of National Advertisers, to discuss the implementation of digital radio, which is due to launch on 1 January 2009.

Commercial Radio Australia said the meeting included an update on efforts by retailers and manufacturers to make digital radio sets available, a brand and communication strategy for the launch and talks over the benefits of the medium to advertisers.

The group will meet regularly to share views on the use of digital radio in advertising and the implantation of technology.

Michael Anderson, CRA chairman and head of Austereo said: “It’s about making the very most of this medium, delivering maximum benefits to broadcasters, listeners and advertisers alike.”

Leave a comment