Digital radio push as agency keeps an eye on growth

The trade body for the digital radio industry has hired its first PR agency.

The Digital Radio Development Bureau - formed by digital broadcasters including the BBC, Emap and Capital Radio in April last year - has hired Nelson Bostock Communications after a four-way pitch.

'Digital radio has been humming away in the background waiting for a critical mass of affordable radios to come into the stores. That period is about to arrive,' said Nelson Bostock MD Martin Bostock.

Bostock said his agency would handle a 'very aggressive' media push in the run-up to Christmas. The aim is to boost consumer awareness of both new products and digital broadcasters in general.

Associate director Lucy Mayo leads a three-strong agency account team, reporting to DRDB press manager Mandy Green.

The DRDB does not anticipate the analogue switch-over to happen before 2015 at the earliest. No date has yet been set by the Government.

The cheapest digital radios are currently available to buy for around £100. However, the price is expected to fall when more manufacturers enter the market during the coming months.

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