01/12/2010
The digital switchover could be delayed until 2017, after ministers admitted that the country wouldn't be ready for the switchover by 2015.
According to The Daily Mail, some people believe even the target of 2017 won't be achievable, citing 2020 as a more realistic target date.
The reason the switchover isn't likely to be achieved by 2015, explained cultural minister Ed Vaizey, is that it will only begin once at least half of all radio listening is done on digital devices and digital coverage could match the 99 per cent coverage that FM has.
It's been claimed that the government hopes this Christmas will spark a boost in digital listening, with digital radios being given as gifts. However, if that doesn't materialise, they fear not enough people will listen digitally and the switchover process will falter.
"2015 is looking increasingly hard to achieve," admitted John Wittingdale, chair of the culture, media and sport select committee. "It is very difficult to convince people what the benefit is."
This is good news, and an exciting opportunity, for businesses who have considered radio advertising as a way of boosting awareness of their company.
According to the Radio Advertising Bureau, radio advertising boosts sales by nine per cent and it can enhance the effect of a brand's price promotions and minimise that of a competitor's. Furthermore, using radio advertising alone has been found to be three-fifths as effective as TV advertising for raising advertising awareness but comes at just a seventh of the cost.
Many businesses will need an increase in sales to support any business growth planned, and radio advertising can help a business to do this at a relatively small price. For many businesses, it's probably not something they've thought about. However, with over 300 individual radio stations, the medium has a wide-ranging reach and adverts can be heard by almost anyone. Through invoice finance and similar borrowing methods, radio advertising can be well within the budget for any business wanting to increase their advertising and marketing activities to grow sales.
Laura Nineham