Macquarie Radio Network has been the first to move in initiating promotion of digital radio after the announcement of the introduction of the new transmission technology just a fortnight ago.
2GB/2CH has sent out a series of imported UK ‘Genus’ brand digital radios (pictured) to clients, journalists and advertising agencies, aiming to get them enthused about the new radio band.
At the same time the John Singleton owned stations have further expanded digital radio content on the 2GB Digital Plus channel to offer more than just a continuous news service. 2GB Digital Plus now airs a range of other program content including a series of interviews with business leaders called ‘Shakers and Movers,’ interview highlights, Alan Jones’ daily comments, sport highlights and special features.
This week the ‘Movers and Shakers’ segment interviews Destra Corp CEO Domenic Carosa, Anthony Callea performs ‘unplugged’ songs recorded in the 2GB studios and Jason Morrison explains the benefits of digital radio. Next week’s content will include travel segments, health tips, interview replays, comedy and more.
The content on 2GB’s Digital Plus channel gives a possible indication of Macquarie Radio’s future business plans for the new medium, with Destra Corp discussing its digital music download business, advertisements for digital plasma tv and digital audio equipment, and an impending interview with Sony Music. Companies in the business of selling digital products, and their advertising agencies, may begin to see opportunities to integrate information about their products in the segmented talk format being used on the new channel.
The 2GB Plus channel is broadcasting in mono using 96 kilobits per second, while 2GB’s main channel is in mono at 128 kb per second. 2CH is currently being broadcast in stereo at 196 kb per second.
The ‘Genus’ set is an integrated DAB and FM Radio, which also has a CD/MP3 player and an alarm clock. The DAB receiver screen shows scrolling text, and the FM channel also screens text using RDS. In an example of one of the biggest memory capacities in this size unit, live radio programs can be rewound, paused and fast forwarded up to 20 minutes each way using exactly the same functionality as the CD player.
In a cover letter with the promotional pack, Macquarie Radio CEO Angela Clark writes:
“There have been rumblings about a new era of radio – a digital era. Some say it’s exciting stuff, others say digital is as long way off and no one needs to think about its consequences for a while yet.
“At Macquarie Radio Network we have been watching the overseas experiences and the explosion of digital content on alternative delivery platforms… and we are firmly in the ‘it’s exciting stuff’ camp…
“We believe broadcasters and content providers face both opportunities and threats int eh digital era, but that compelling content is a scarce commodity that will increase in value rather than be diminished by the new technology…
“We don’t profess to have a crystal ball with which to see the future, but we do figure that now, not later, is the time to think about content which can reach the audiences who would like more of what they want when they want it. It is for this reason we are also asking agencies and clients for feedback…”