Canberra FM Radio has begun simulcasting FM104.7 Hit Music and Mix 106.3 on the national capital’s trial digital radio broadcasts, and has also launched two new digital services, Radar Radio and Mix Plus. General Manager Eoghan O’Byrne, speaks this week to radioinfo about the company’s new digital services.
Although the DAB+ signal is at low power for the trial it is already expected to cover a large part of the Canberra area. The second phase of the Canberra trial expected to begin by September will be the transmission of the test signal directly into Parliament House.
Canberra FM Radio, a joint venture between Austereo and the Australian Radio Network, has been able to take advantage of the experience from both its parent companies, who have already successfully rolled out DAB+ across the country in their other markets to launch its new services. O’Byrne discusses his plans for Canberra.
radioinfo: What did your Canberra FM stations do in the lead up to digital radio switch on?
Eoghan: Canberra FM Radio not only researched stations that compliment its existing brands 104.7 and Mix106.3, but also took a look at the Canberra Radio landscape and found gaps. It is our intention to fill these gaps with great new radio stations which will excite our listeners from a content perspective.
We are also in the final stages of some world leading slideshows and DLS (scrolling text) innovations that will go far beyond telling listeners what song is currently playing or what’s on next.
From an on air point of view we have chosen to go with a soft launch as we are in trial and we want to make sure we have got things 100% before we commence promotion of our existing and new products on the digital spectrum.
radioinfo: Have you had much interest from listeners?
Eoghan: At this point there has been some talk in the market, mainly from our clients and what it means to our industry. Overall, the response has been very positive and our community can see the benefits of embracing this new technology.
radioinfo: Are there digital radios in the shops in Canberra?
Eoghan: I am aware that Harvey Norman and the Goodguys are selling digital radios, but I am sure all other major appliance retailers will be selling as well. At this point I don’t have any indication of how they are selling.
radioinfo: What are you putting on air?
Eoghan: Canberra FM Radio is proud to place Canberra’s two leading commercial stations 104.7 and Mix106.3 on air with amazing digital quality.
Also, we will broadcast two products from our joint venture partners: Austereo will supply us with RADAR which will promote the best of Australia’s unsigned bands. The Australian Radio Network will supply us with Classic Hits Plus, this dedicated digital station will showcase a different Artist or theme each month.
radioinfo: Do you have any reaction to the ABC not being part of the trial?
Eoghan: ABC have their reasons for not being part of the trial and it is not my place to make comment on this.
radioinfo: What are your thoughts on digital radio?
Eoghan: I feel it’s a huge development for the industry. Not only do we have improved quality and functionality, but we can offer our advertisers so much more. Radio will always maintain its traditional strengths such as immediacy, cost effectiveness and frequency. DAB+ is a consolidation of three mediums, Audio, Image and Text, this will allow advertisers additional abilities to build their brands and link their visual elements to their audio.
It’s an exciting time for the industry and it is great to see all the major players embrace and support this new and improved technology.
In Canberra SBS Radio has also launched new digital services, as has the other commercial network, Radio Canberra (see other story), but ABC Radio is not currently part of the trial.
The trial services may be subject to interruptions and changes in power over the first few weeks as technical aspects of the new transmission are tested.
Key partners in the Canberra trial include; broadcast transmission infrastructure company Broadcast Australia, and multiplex infrastructure providers and systems integrators UGL Infrastructure/Radioscape as well as more than 20 digital radio receiver manufacturers.
A DAB+ trial in Darwin will be announced shortly and two other areas currently being considered are Townsville and Hobart.