BROADCAST: Digital revolution hits radio
A digital revolution is quietly taking place on the airwaves and aside from the occasional statement from John Lewis or Dixon's commenting on the increased sales of DAB (digital audio broadcasting) sets, nobody's taking much notice. We reveal why it's time marketers need to reassess radio marketing
The future? Expect to hear about scrolling text, digital radio chips in mobile phone handsets, electric programme guides, data broadcasting, and – most importantly – expect to learn a lot more about radio listeners. Its future may resonate with Orwell's 1984 – room 101 for many, but data heaven for the B2B marketer.