BBC
launches first campaign for digital radio portfolio
The BBC will
devote a major marketing campaign to its digital radio portfolio
for the first time in June 2003.
The
on-air trail campaign, on television, radio and online, will promote
the BBC's portfolio of five digital radio networks - 1Xtra, BBC
Five Live Sports Extra, 6 Music, BBC 7 and the Asian Network - available
through DAB digital radio. The agency is Fallon.
Andy
Duncan, Director, BBC Marketing & Communications, said: "After
successfully launching five new digital radio services last year,
we're now planning the first campaign for the complete portfolio.
Our big goal is to see as many people as possible getting access
to our new networks.
"We
expect new stocks of DAB digital radios to be available in the shops
at the same time, so the impact should be considerable. We hope
this will have a similar effect on digital radio take-up as our
digital television portfolio push which started last autumn."
Jenny
Abramsky, Director, BBC Radio & Music said: "2002 was a
wonderful year for BBC Radio and marked a major step towards the
digital future. We doubled the number of BBC national radio stations
and made a huge addition to public service broadcasting.
"DAB
digital radio sets were the must-have Christmas present and it's
clear that the new BBC services will play a major role in driving
the uptake of digital radio."
Rachell Fox,
Liaison Manager, BBC Radio & Music New Media, is project manager
on the campaign. Rachell joined the BBC in September 2001 from the
Commercial Radio Companies Association (CRCA) where she was Operations
Director.
Notes
to Editors
•
The BBC has five digital radio networks: 1Xtra, BBC Five Live Sports
Extra, 6 Music, BBC 7 and the Asian Network.
•
They are available through DAB digital radio, online and through
digital television (cable, satellite and Freeview).
•
BBC Radios 1, 2, 3, 4, Five Live and the World Service (in English)
are also available via DAB digital radio and digital television.
Digital
terrestrial achieves biggest ever audience (04.03.02)
All the
BBC's digital services are now available on Freeview,
the new free-to-view digital terrestrial television service, as well
as on satellite and cable.
Freeview
offers the BBC's eight television channels as well as 11 BBC radio
networks.
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