The Bayerische Landeszentrale für neue Medien (BLM) — the Bavarian State Center for New Media, a regulatory authority overseeing Bavaria’s private broadcasting and media development — has launched a digitalization campaign in the Allgäu region of southern Germany under the slogan “Mehr Allgäu im Radio” (More Allgäu on the Radio). Starting in 2025, local radio news will be available exclusively via DAB+.
After the closure of RSA Radio, a local station with nearly 40 years of history, the campaign highlights the role of DAB+ stations such as AllgäuHIT, Fantasy Allgäu and Radio Schwaben in delivering local news and services. The initiative, spearheaded by the BLM, involves collaboration with these broadcasters and Bayern Digital Radio GmbH as the central coordinator.
Lower broadcast costs
“The Allgäu is becoming a pioneer for digital radio broadcasting in Bavaria,” said Thorsten Schmiege, president of the BLM. “From January, it will be the first region in Bavaria where local radio will be fully digital, primarily through DAB+. With this campaign, we aim to increase DAB+ adoption and support the remaining stations in the Allgäu. This is a key part of the BLM’s Audio 2025 strategy. The closure of RSA Radio at the end of this year underscores the importance of promoting more economically viable DAB+ broadcasting to sustain local radio.”
The campaign includes posters, mailings, social media initiatives, online promotions and radio spots. It also features a test promotion with surveys at service stations across the Allgäu. Despite the mandate requiring all new cars to include digital radios since late 2020, initial surveys reveal that many drivers remain unaware of DAB+ availability in their vehicles.
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