A new logo and a A$10 million marketing plan are scheduled for the launch of DAB+ digital radio services in Australia, but services will be late to start in May next year.

The delay is due to work on a second draft of regulator the ACMA’s digital radio channel plans taking longer than expected. With the resolution of some infrastructure issues relating to the rollout of transmission equipment simultaneously across all five of the mainland state capitals, a date has now been set.

Chief executive officer of Commercial Radio Australia (CRA), Joan Warner, said: “It’s from these technical specifications that the antenna design is developed and the final specifications of broadcast system can be finalised. After close collaboration between ACMA and the industry, we are looking forward to a set of specifications which will allow much improved coverage to that offered by the earlier DRCPs released late in 2007. The infrastructure build of an entirely new broadcast technology is a complex one. We are committed to ensuring that we get it right from day one.

Warner showcased the new Digital Radio Plus brand (pictured, above), the consumer website and a sound tag at a briefing in Sydney attended by stakeholders from the radio, retail, car and receiver manufacturer industries.

Warner said: “The industry-wide Digital Radio Plus on-air awareness campaign, worth an estimated $10 million will be rolled out in three phases in the first quarter of 2009 in the digital radio launch markets of Sydney, Melbourne, Brisbane, Perth and Adelaide.”

The sound tag – a “plus” vocal using the voice of a child is the “most important part of the brand” according to creator John Mescall, creative director of the SMART creative agency. “It‘s designed to serve as an audio shorthand for the brand like the iconic Intel sound or Windows start up sound,” Mescall said.

First phase of the campaign will start in early 2009, with a “tease” to introduce the brand and raise awareness of the technology. Phase two will “outline the new capabilities and benefits of digital radio and generate excitement in preparation for a specific retail promotion to take place”, according to the CRA. Phase three will ramp up as switch-on takes place.

Source: Rapid TV News 2008

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