copyright © commercial radio australia ltd 2006 australian radio launch of dab+ technology market...

Copyright © Commercial Radio Australia Ltd 2006

Australian Radio launch of DAB+

technology

Market update

Retailers

Commercial Radio Australia has recently completed another round of briefings with key retailers.

These have been occurring for a few years. These briefings are designed to keep retailers abreast of

information about the launch and roll out plans and timelines. Updates on the latest plans including brand and pos and

manufacturers updates have been the key areas of discussion in recent meetings.

Discussions have turned to training in recent sessions ensuring we have all of the right material available.

On line and cd rom tutorials will be made available so staff know what they are selling.

Retailers

Key retailers include: Harvey Norman, Domayne, Coles, Myer, David

Jones, Big W, Target, Clive Peeters, David Jones, Bing Lee, The Good Guys, Dick Smith electronics, Kmart, JB Hi Fi, Retravision, Betta Electricals, Clive Anthony’s, Radio Rentals to name a few.

Car manufacturers

Commercial Radio Australia has been in contact with major importers or manufacturers in the car industry and aftermarket suppliers since the trial launch in 2003.

Commercial Radio Australia has recently completed another round of briefings with car manufacturers.

These briefings are designed to keep them abreast of information on the launch and roll out plans.

Commercial Radio Australia has been in consultation with Ford, GMH, Mazda, Daimler Chrysler and other leading brands to understand their timelines and commercial issues associated with supporting DAB+.

Car manufacturers

Commercial Radio Australia has conducted market analysis on Australia’s vehicle ownership, and provided consumer and market analysis to support the business case for DAB+ in vehicles.

Commercial Radio Australia has been testing Pure DAB+ in-car adaptor modules and working with manufacturer Pure to improve performance.

Mercedes, BMW and Audi appear most likely to have a DAB+ solution in 2009.

Holden, Toyota, Ford, Mazda are aware that they will need to have a solution available to meet consumer demand as a result from the industry’s on-air awareness campaigns.

Car manufacturers

Assistance has been offered to local companies to get Japanese head offices to understand Australian audiences and the need to support DAB+.

Further assistance will be provided to make them aware of locally available DAB+ modules which will provide a low cost, easy install solution until DAB+ becomes a factory fit or aftermarket option.

Some parts of the car industry are very chicken and egg approach – but they are all aware that they may have customers coming to them from early 2009 seeking a solution.

Once they see the trade launch, they will be aware the radio industry in very committed.

After market receivers for cars

Commercial Radio Australia has recently completed another round of briefings with after market retailers.

These include Strathfield car radio and Ryder to name just two.

These briefings are designed to keep them abreast of information on the launch and roll out plans.

These retailers are very excited about the prospect of being able to provide a DAB+ after market solution for listeners.

They have all indicated they are likely to enter into promotional agreements with radio stations.

Receiver manufacturers

Commercial Radio Australia is in constant contact with receiver manufacturers.

With the recent launch of a new DAB+ plus chip by Frontier Silicon, it has made it very easy for receiver manufacturers to simply apply that chip for the Australian market.

Regular briefings occur with manufacturers as to our plans and roll out.

CRA hosted additional manufacturer’s briefings in Asia in June/August and more to come in October.

New communication tools are in development in a number of languages to support local manufacturers to communicate with their head offices all over Asia.

Receiver manufacturers

Commercial Radio Australia hosted a manufacturers briefing recently.

It was hosted by The Gadget Guy Peter Blasina, and Harvey Norman.

Manufactures attending included Sony, Samsung, Panasonic, Yamaha, Pioneer, Amber, Bush, Qualify, Phillips, JVC, Pure and CR Kennedy.

The session was well received and are all very excited about the opportunity and way the Industry is handling the project.

They have all again committed to getting in contact with their Asian parent companies to ensure as many receivers and models are available in this country as possible for launch.

Retailers / Manufacturers Group

As a result of the briefing, a Manufacturers/Receivers Group was formed.

The main purpose of the Group is to share information and keep them updated on roll out plans.

Its rare to have Broadcasters, receiver manufacturers and retailers working together for a common cause.


Australian Radio launch of DAB+

technology

Marketing / PR and communications plans

Brand / Communications Strategy

Development of a brand (logo and imaging) for use by all partners on and off air and in store is a vital part of our communications strategy.

Ensuring consumers are aware of one brand that adequately describes the technology and emotional connection for the new radio offerings is important.

The initial phase is to build awareness. Integrated communications and PR plans have been

developed and are being implemented now. Strategic use of PR will be adopted with a number of

executions suitable for retail, receiver manufacturers, car retailers, trade and consumer (listeners).

September Brand launch - trade

The consumer brand will be launched 11th September.

Mainly for trade, this will be the first phase of the marketing and communications strategy.

This is a Briefing function. The brand will be used on POS, on

line, on pack, in store etc. Partners like retailers and receiver

manufacturers will use it in their own media like retail catalogues and on tv, press, radio, websites etc.


Over many years, the industry had had a brand campaign for radio on radio.

Am sure we are all familiar with the Mark Mitchell campaign. This campaign will be rested and the on air commitment by

Stations in metro markets will be for the digital campaign. The initial awareness campaign will evolve into a retail

campaign – go and get a receiver.


The industry will formally launch the new technology and many of its new offerings to consumers early next year.

When all on air talent is back next year, the industry is working on a major promotional stunt.

This will involve all Stations in all metro markets. It is designed to create awareness and introduce many of the

new on air services. The industry has formed a marketing group to assist in that

process and execution across all networks.


There will be a url call to action in the ads and this will be supported by a consumer website.

The website will feature post code searches so listeners can find out where they can get a receiver, what type and if digital is broadcasting in their area.

There will be an sms text back to get the same information. A 20 cent text price. Can be used in store and heavily promoted at point of

purchase. The website also features a state by state “streaming” player. All Stations can be sampled on line in the same place.


The industry has been working very closely with retailers for some time.

This includes point of sale. Dedicated training programs will also be established for all

staff. An on line training portal is in development so stores can

easily train their staff. This will be supported by a cd rom and communications

program.


Images of Harvey Norman point of sale display


The industry will formally launch the new technology and many of its new offerings to consumers early next year.

When all on air talent is back next year, the industry is working on a major promotional stunt.

This will involve all Stations in all metro markets, including the ABC and SBS.

It is designed to create awareness and introduce many of the new on air services.

The industry has formed a marketing group to assist in that process and execution across all networks.

in 2009

Measurement



Measurement in Australia

Australia currently contracts Nielsen Media Research (NMR) to collect radio ratings data.

Nielsen Media Research have won a competitive tender to retain the Australian Radio Audience Measurement industry contract until 2011.

Changes have been made to the Australian system to bring about continuous improvements to the current diary based system.

These will come into effect from January 2009 and anticipate, among other things, the switch-on of digital radio.

Audience Measurement

The main features of the new ratings system include:

• Single person placement to replace household flooding in metropolitan markets while maintaining the same sample sizes.• Diary to be 24 hour diary (previously the midnight to dawn timeslot was surveyed only once a year) • Sticker diaries• Online completion of the diary (being trailed now) • Platform measurement (being trialled now) including traditional radio, internet/PC; and digital radio.

Electronic Measurement

Australian radio industry is not currently contemplating electronic measurement as it is currently not in use anywhere in the world as the accepted industry currency, except in a few areas in Switzerland, 2 markets in the USA and Quebec.

UK has recently suspended all tests of the PPM. The US has suspended their roll out plans of PPM. Commercial Radio Australia is not opposed to a valid

and reliable electronic metering system and is open to testing any new device that is credible.

All electronic devices currently being promoted have operational and compliance issues.

Questions?

Thank you



copyright © commercial radio australia ltd 2006 australian radio launch of dab+ technology market...

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