GWR’s subsidiary, NOWdigital, has won its eighth digital radio multiplex licence, to broadcast in Swindon, Bath and West Wiltshire to a potential adult audience of just over half a million. Two bids were submitted to the Radio Authority for the licence; the other was from Emap Digital. Winning the bid means that GWR now has interests in more digital radio licences on a national, regional and local scale than any other radio company.
GWR’s new media and digital director, Simon Ward, said: “GWR has invested considerable sums to make digital radio a reality, whilst maximising opportunities for new formats and radio operators to broadcast, and will continue to do so.”
Thirteen digital services will be provided on the Swindon and West Wiltshire multiplex, including Capital Disney, rock service The Storm and Abracadabra, a service for under 10s and their carers. Services are expected to begin broadcasting in January 2003.
Digital radio, which gives CD sound quality to radio broadcasts, has yet to make a serious dent on the public consciousness in the UK. However the major radio groups have appeared to be enthusiastic in bidding for the multiplex licences, and last month Capital Radio announced a joint venture with UBC to promote digital radio data services (see Capital Radio And UBC Team Up To Push Digital Radio). A major sticking point for consumer uptake is thought to be the high price of digital radio receivers, but a recent price promotion (see Cut Price Digital Radio Promotion Is Success) showed a high level of interest, and manufacturers appear to be making the effort to bring costs down.
