The country’s FM spectrum is congested, and attempts to free up some of the spectrum for new players is proving difficult
A new campaign to promote DAB+ in Germany is set to run May 31 to June 13, with the motto “Hör, was du willst, aber hör es richtig. Mit der neuen Generation Radio” (Hear what you want, but hear it right. With the new generation of radio).
ARD (a joint organization of regional public service broadcasters), Deutschlandradio, private broadcasters and other members of the Digitalradio Deutschland association are participating in the nationwide campaign, which will run promotions over TV, radio, print and online.
The campaign aims to further increase the awareness of digital radio and its benefits. The new motto is designed to convey the DAB+ brand promise in a simple, but original way. “Hear what you want” speaks to the broad range of DAB+ programs available and “but hear it right” emphasizes the high sound and reception quality of the audio standard.
The new campaign is about diversity and humor, say the organizers. By pairing opposites, it aims to highlight the diversity of the programs offered on DAB+. It also lends itself to some eye-catching visuals.
The cross-media campaign includes TV spots in the first and third programs, nationwide radio spots and program trailers on public and private radio as well as new images for use in print and online marketing. In addition, there will be training courses for employees in the electrical trade in over 1,000 stores, and shelf branding for PoS.
A press release shares that a quarter of all households now have a DAB + device. Around 1.83 million commercially available DAB + radios were sold in Germany in 2020, according to gfu; over 17 million are already in use in households. There are over 270 regionally different broadcast programs from public and private providers, 70 of which reach listeners exclusively via DAB+ and IP. Up to 29 will be broadcast throughout Germany this summer, said the release.