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Media
Radio firms boycott digital radio campaign
By CMU Editorial | Published on Thursday 25 November 2010
So this is fun. As previously reported, Digital Radio UK, the body charged with the task of persuading us all to buy a DAB digital radio set so that the government can start moving mainstream stations off the FM network in 2015, has made some TV commercials promoting all things digital which are due to air on both BBC and commercial TV and radio stations this Christmas. But a load of commercial radio stations are refusing to air them.
As also previously reported, some smaller commercial radio groups like UKRD oppose the rapid move to DAB by 2015, so were never likely to take part. But even bigger radio firms like Global and GMG Radio, which officially back the fast expansion of digital, are also boycotting the ads.
It’s because the commercial radio sector wants the BBC to commit more money to expanding the DAB network so the whole UK is definitely served before any move away from FM begins. The commercial stations are annoyed such a commitment was not included in the Beeb’s recent licence fee deal with the government. And it seems that, until such a commitment is made, they won’t take part in any ‘go digital’ campaign.
UKRD boss William Rogers told reporters: “It is dishonest to persuade people to go and buy a radio that may not work. The BBC is using licence fee payers’ money to persuade people to pay to go and buy a radio that may not have signal in their area, and cannot receive all the radio stations their analogue radio can receive. I’m delighted other radio groups are bringing some honesty to this debate”.
Bauer Radio, who operate Magic and Kiss among other stations, are also not currently airing the ads, though Media Week says that’s because they are waiting for ads slot to become available and not because they are joining the boycott.
