DAB SPOTS LOOK INTO THE FUTURE OF RADIO
By Adnews Staff
Digital Radio Roll-Out Inc., a consortium of private and public broadcasters including the CBC, Chum Limited, Rogers Broadcasting and Corus Entertainment, launches its first major awareness campaign today supporting DAB Digital Audio Broadcasting. The campaign is designed to generate awareness of DAB and driving traffic to the DAB Web site at <http://www.digitalradio.ca> for more information. Radio spots will be running on 30 stations in the Toronto, Montreal, Vancouver and Windsor, Ontario markets. DAB technology is expected to replace AM and FM radio over the next ten years. Currently broadcasting in Toronto, Montreal, Vancouver and Windsor, plans for launching DAB in Ottawa are underway with 17 stations expected to be broadcasting in digital by November. The awareness effort was created by Hennessy & Bray Communications and is scheduled to run throughout the year. Hennessy & Bray first began working with the consortium of broadcasters last year when its was named AOR. To date, the agency has worked on promotional and industry-oriented initiatives supporting DAB.