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Austereo spruiks first digital radio network – Radar


Austereo spruiks first digital radio network – Radar


Austereo has announced the launch of its nationwide digital network and Australia’s first commercial digital station. Radar Radio will exclusively play undiscovered artists, with a heavy focus on Australian acts.

It will be available online on www.radarradio.com.au and on the DAB+ digital spectrum next year as digital radio launches in Australia.

The radio network believes digital radio will also provide exciting opportunities for advertisers and is delighted to welcome BigPond as its partner in the initiative.

Austereo chief executive officer, Michael Anderson, says Radar Radio builds on the digital leadership Austereo has established.

“Digital radio gives us the opportunity to have more tightly targeted brands, and Radar Radio really shows the potential of digital radio. It will reach a very specific target audience in a very specific environment and that’s attractive to our advertisers,” says Anderson.

“Radar lets us build on the knowledge, experience and audience loyalty we’ve built up in the digital space in the past four years.”

Austereo’s head of digital strategy Jeremy Macvean asserts Radar Radio will allow each listener to see details of the artist as each song is being played.

“Being online will give our listeners a chance to see just how interactive digital radio is going to be when they go out and buy a digital radio receiver,” explains McVean.

This follows the decision by the Australian Communications and Media Authority on the date of the launch for May 2009.

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