Advertising agencies join forces on Digital Radio

[AusradioSearch http://www.ausradiosearch.com/]

Advertising agencies join forces on Digital Radio
Australia ’s leading advertising agencies and radio stations have
joined forces to provide advice and guidance for the industry about
the introduction and implementation of digital radio, scheduled for
early next year.
The Digital Radio Advertising Advisory Group, which met for the first
time in Sydney today, includes senior representatives from Starcom,
Mitchell’s, Ikon Communications, Razor Media, Smart, Clemenger BBDO,
OMD, Zenith Optimedia, Initiative, Carat, Maxus, Total Advertising and
Communications, HMA Blaze, as well as representatives from key
industry bodies such as the MFA and AANA along with senior executives
of Australia’s major radio networks.

Discussions at the inaugural meeting focused on a market update
including the retailer strategy and a receiver manufacturers update,
the brand and communication strategy for the digital radio launch;
benefits for advertisers and feedback from the advertising agencies.

Chairman of Commercial Radio Australia , Michael Anderson, said the
Digital Radio Advertising Advisory Group will help ensure that
advertising agencies know exactly what to expect from digital radio,
and allow important communication between the radio industry and
advertising sectors.

"This is a significant interface between the commercial radio industry
and those at the forefront of advertising in this country,” Mr
Anderson said. “It's about making the very most of this exciting
medium, delivering maximum benefits to broadcasters, listeners and
advertisers alike."

Carol Morris, Executive Director, from Media Federation of Australia
(MFA), welcomed the establishment of the Digital Radio Advertising
Advisory Group. “With one of the most significant milestones in the
history of Australian broadcasting just around the corner, it is
essential the advertising and radio sectors are working hand in hand
to ensure a successful implementation. We applaud the CRA for
establishing this collaboration within the industry at such a crucial
time.”

The Digital Radio Advertising Advisory Group will meet regularly.
Specific responsibilities of the group will include providing advice
from the advertising sector on the implementation of digital radio,
and providing feedback and liaison about the use of digital radio in
advertising.
Chief Executive Officer of Commercial Radio Australia , Joan Warner,
said digital radio would place Australia at the forefront of world
broadcasting.
“Digital radio represents a breakthrough ‘multi-media experience’ –
including extra channels, animation, text, images, slideshows, and
additional advertising information on demand and crystal-clear sound.
It will be beneficial for advertisers and this group will help ensure
its possibilities in this area are maximised,” Ms Warner said.
She said the meeting followed a successful briefing with
manufacturers, some leading retailers and broadcasters last night
about a holistic approach to ensuring the launch of digital radio next
year is successful. “It is imperative we work very closely with
retailers and manufacturers of digital receivers to make sure the
launch of digital radio next year delivers as promised to people in
capital cities – a great experience that will forever improve the way
we listen to radio. This is the first of several similar briefings to
be held over the next few months,” Ms Warner said
Media contact: Brian Johnson (02) 9281 6577 or 0409 650 834.