Local advertising to bring long-awaited DAB success
SRG has recently launched a campaign to raise awareness in Switzerland about DAB (Digital Audio Broadcast) digital radio.
Recently, SRG has been attempting to
campaign, Switzerland switched to digital radio DAB (Digital Audio
Broadcast). But despite advertising, the
Sales of the required receivers since the introduction of DAB in the year
1999: According to SRG, around 10,000 devices were sold in 2005
migrated. "We are still in the start-up phase",
Pietro Ribi, member of the SRG DAB project group, commented on this
Figures at the request of Werbewoche. The sluggish sale of DAB radios
has also criticized the current SRG campaign, according to Radio Magazin
caused. The money is being squandered and the start of the
advertising measures is unfortunate, as DAB reception continues to be
is still inadequate. Pietro Ribi also agrees with the second point. The
indoor reception, which has been poor up to now, is to be replaced by March 2006 in 95% of the
DAB area will be optimized. The SRG is starting with more,
local
Marketing measures to promote awareness of DAB. Also
Ribi sees great growth potential for Switzerland, which shows that
the figure of 5 million DAB listeners worldwide.
There are currently on DAB
20 channels, which, however, belong exclusively to SRG. In the course of
In 2006, however, the first private radio stations want to enter the market.
get on board. DAB is also seen as the transmission technology of the future.
which will replace analog FM radio in the medium to long term
should. The digital process was developed in Europe and is being
is currently being introduced in numerous countries. In England, the
DAB distribution is the most advanced to date. Around 85% of the
households are accessible for reception, and the range of
radio stations has now grown to over 400 stations.
campaign, Switzerland switched to digital radio DAB (Digital Audio
Broadcast). But despite advertising, the
Sales of the required receivers since the introduction of DAB in the year
1999: According to SRG, around 10,000 devices were sold in 2005
migrated. "We are still in the start-up phase",
Pietro Ribi, member of the SRG DAB project group, commented on this
Figures at the request of Werbewoche. The sluggish sale of DAB radios
has also criticized the current SRG campaign, according to Radio Magazin
caused. The money is being squandered and the start of the
advertising measures is unfortunate, as DAB reception continues to be
is still inadequate. Pietro Ribi also agrees with the second point. The
indoor reception, which has been poor up to now, is to be replaced by March 2006 in 95% of the
DAB area will be optimized. The SRG is starting with more,
local
Marketing measures to promote awareness of DAB. Also
Ribi sees great growth potential for Switzerland, which shows that
the figure of 5 million DAB listeners worldwide.
There are currently on DAB
20 channels, which, however, belong exclusively to SRG. In the course of
In 2006, however, the first private radio stations want to enter the market.
get on board. DAB is also seen as the transmission technology of the future.
which will replace analog FM radio in the medium to long term
should. The digital process was developed in Europe and is being
is currently being introduced in numerous countries. In England, the
DAB distribution is the most advanced to date. Around 85% of the
households are accessible for reception, and the range of
radio stations has now grown to over 400 stations.
