DIGITAL RADIO ON THE WAY
By Adnews Staff
Digital radio could mean coupon radio. At a coupon forum last fall, CHUM Limited vice-president Duff Roman laid out a scenario showing how marketers could make use of a technology that is getting closer to becoming a reality in Canada. A coupon could be transmitted electronically during a commercial and captured by listeners pushing save buttons on their digital receivers. The listeners could display the coupon on LCD screens and run it off on a printers attached to their radios. They could also store the coupon on smart cards to take to a stores with electronic card readers. The Canadian Radio-television and Telecommunications Commission is now accepting applications for digital radio licences. Parties already running radio stations will automatically qualify; other applications will be considered on a case-by-case basis.
Several manufacturers say they are targeting the fall of 1997 to introduce multi-band consumer receivers, which are expected to include features such as an LCD screen and a data port to connect a color video screen or other devices. Bosch/ Blaupunkt, Grundig and Philips have developed digital car radios which will be tried out in Germany over the next two years. Pioneer, Kenwood and Delco have also developed prototypes and Sony expects to launch a digital radio in 1997. Testing of the technology is currently going on in Ottawa and Hull, Quebec. Another transmitter will start operating early this year in Vancouver. Last September, the British Broadcasting Corporation, the Swedish Broadcasting Corporation and Danish broadcaster Danmarks Radio launched the world's first regular digital radio services.