Commercial Radio Australia has released the first draft of technical and advertising production specifications for the synchronisation of “visual” and audio components of digital radio set to launch in Australia on 1 May 2009.
CRA has brought together leading digital distribution organisations AdStream and Fairfax Digital to develop the specifications, with input and feedback from advertising creative directors, technical engineers and members of the digital radio advertising advisory group.
The new production specifications are designed to achieve an easy to use and reliable digital radio production distribution process and will now be released for wider industry consultation.
“Creating specifications for advertising on digital radio is an important milestone that will facilitate the introduction of new inventive advertising opportunities,” said Joan Warner CRA chief executive officer.
The spectrum efficiency of the digital technology DAB+ means broadcasters can add additional radio channels or provide on a small screen, scrolling news, sport and weather text or transmit a picture of a radio host, band or advertiser’s logo.
The digital radio production and distribution specifications are designed to develop consistent audio and visual production values to meet digital radio’s unique needs and specifically match audio and image files and even text at the final broadcast point to ensure the correct visuals are displayed with the correct audio.
Following wider industry consultation, the next phase in the process is to set up advertising partner trials. It is expected that leading national and international advertisers and brands from the agencies involved in the digital radio advertising advisory group, will join CRA in broadcast trials to illustrate what the new technology will be able to deliver for advertisers.
“Digital radio represents a breakthrough multi-media experience which will facilitate additional advertising information on demand. This should in time increase ad spend on commercial radio as well as attracting new advertisers to radio,” Ms Warner said.