A Birmingham-based radio station is featured in a campaign to get more people tuning into digital radio.
Traffic Radio, which broadcasts from Quinton, has been highlighted by the Digital Radio Development Bureau on its website, www.getdigitalradio.com.
The Bureau works with major retailers, such as John Lewis, to promote digital radio to consumers. The website, which includes the industry’s official postcode checker, is promoted on commercial radio via on-air advertising. The DRDB has chosen to highlight Traffic Radio, which is based at the Highways Agency’s National Traffic Control Centre, because of the station’s success during the recent period of severe weather.
At the height of the snowy weather the Highways Agency radio service saw a ten-fold increase in online listeners. DAB audience figures have been growing steadily and are expected to show a similar severe weather peak when the Q1 results are published later this year.
The Highways Agency’s Director of Information Service Delivery, Simon Sheldon-Wilson, said: “Traffic Radio is one of a number of platforms we use to alert road users about live traffic conditions and help them to make more informed travel choices.
“All of our information services such as our Traffic England website and Highways Agency Information Line handled significant increases in demand during the severe weather – and all performed admirably.”
Traffic Radio broadcasts six regional versions 24 hours a day on behalf of the Highways Agency and Transport for London by Global Traffic Network UK.
Mandy Green from the Digital Radio Development Bureau said: “Digital radio creates opportunity for more specialist radio stations and Traffic Radio is an excellent example of the sort of unique service the platform can provide.
“DAB is available to 90 per cent of the UK population and with in-car adapters available from as little as £55, Traffic Radio can expect a growing audience in 2009.”