Radio broadcasters have welcomed Willoughby City Council’s decision to approve the installation of a digital radio antenna on Willoughby Tower, clearing the way for the next phase of trial digital radio services by the end of the year.
Commercial Radio Australia, which is leading the project on behalf of the 10 commercial radio stations in Sydney and the two national services, ABC and SBS, said installation of the new antenna would take place in August, with transmitter installation and field-testing to follow.
CRA chief executive Joan Warner says:
“This is exciting news as this is the trigger for digital radio broadcasts on VHF Band III to be heard Sydney-wide by the end of the year.
“The trial will be closely watched by other countries as it is the most comprehensive listener and advertiser driven test of this new technology undertaken anywhere in the world. It will allow Australian listeners to experience the benefits of digital radio for themselves and will be critical in assessing what the ‘digital product’ will be, and, which technology will work best for the Australian market.”
Initially 100 radio listeners will be selected to participate in the consumer trials, based on age, sex, demographics, geographic location, listening patterns and entertainment related technology use. As receivers with greater functionality become available, a trial of 500 listeners is planned.
Digital radio offers CD-quality sound, images, text and multimedia content. For instance, over the life of the trial listeners will be able to access information about the current track playing, interviews with band members, weather and traffic reports on demand, advertising and promotional offers.
Warner said Commercial Radio Australia had worked closely with Willoughby City Council over the past nine months to consult with the local community and allay any potential concerns over the extension of an existing antenna.
The Federal Government has granted broadcasters the use in Sydney of Channel 9A on VHF Band III to conduct the trials.
“The Sydney digital radio trials will possibly be the first of a number of trials around the country in other metropolitan centres and in regional areas. The other trials will only proceed if the Australian Broadcasting Authority (ABA) allocates the appropriate spectrum as detailed in the radio industry’s request of 18 months ago. Once the Sydney trials are up and running we will expect at least temporary allocation of the nominated spectrum to be forthcoming,” said Warner.
CRA is the peak industry body representing 249 commercial radio stations. It has formed strategic alliances with a range of partners for the trial, including retailers, receiver manufacturers, advertisers and car manufacturers.