Automotive ‘Drive to Digital’ gathers pace
Celsus, distributors of the DABmotion range of digital radio solutions, say The Drive to Digital: NOW conference, hosted by Digital Radio UK (DRUK) and the Society of Motor Manufacturers and Traders (SMMT) at BBC Broadcasting House on 6th February, saw a raft of big announcements that spell good news for the automotive aftermarket.
Ed Vaizey, Minister for Culture and the Digital Economy, confirmed 8 million more people will gain access to their favourite local stations in DAB, courtesy of 182 new transmitters, as local DAB coverage grows from 72% to 91% by 2016. This year, BBC stations will reach the 97% national population coverage target – bringing DAB to FM levels.
Figures for Q4 2014 saw digital listening reach a record 38% share, as AM and FM listening fell. The bidding process for new DAB frequencies could see at least 15 new national stations soon. Mr Vaizey also outlined funding support for a trial of small-scale DAB broadcasting in 10 areas this summer.
SMMT were praised for efforts with vehicle manufacturers. Progress has seen DAB fitment rates on new cars climb from 4.4% in Q1 2010, to 61% currently, with 90% predicted for next year. VW group were the first VM to achieve Tick Mark accreditation. SMMT said strong consumer demand for ‘tech’ was a significant support to strong recent new car sales, adding all prospective new governments were supportive of DAB roll-out.
With 25% of all radio listening done in cars, conversion of the existing vehicle parc is now a central priority. Suzi Perry will front a spring DRUK campaign to raise public awareness of the Tick Mark and DAB conversion products. Other DRUK marketing initiatives will include YouTube videos, social media activity and new point-of-sale material.
“The path to the digital roll-out is becoming much clearer,” said Mark Baker, Celsus Marketing Director. “The foundation is the coverage targets, which look set to be reached this year. This is then likely to drive digital share of listening up past 50% in 2016 or 2017.”
Once that 50% share is achieved, the formal phase-out of FM begins. But with Halfords gearing up to push a new ‘trade in your analogue radio’ campaign before this summer, DRUK ramping up Tick Mark publicity, and more stations coming on air, there seems little incentive to wait.
Mark said that the message to garages hadn’t changed but was becoming more urgent: “Those that act earliest to build a reputation will gain the most business on conversions.
“With the pace gathering, it’s clear that Tick Mark accreditation is going to be essential for those wanting to maximise the opportunity; consumers will be guided towards these trusted products and services.”
The DABmotion ROLA digital radio conversion kit carries this approval and can typically be fitted in around 30 minutes, bringing DAB choice through the existing car audio system. DABmotion on-site installer training can be completed in as little as half a day. Celsus can now also assess candidates to the IMI Accreditation (formerly ATA) required to become a Tick Mark approved installer.
To find out more about the opportunity, please visit www.dabmotion.co.uk, follow @DABmotion on Twitter or call 01202 664390.
DABmotion is a leading brand of in-car digital radio retrofit solutions. The DAB1001 kit brings DAB to any car by using the latest FM modulation techniques, linked with AFC, to decode digital radio and converts this into an FM signal that is transmitted directly to the original car radio wirelessly.
The DABmotion antenna included with the DAB1001 kit can be fitted to either the front or rear window of a vehicle. The DABmotion interface can be located in the glove box, behind the vehicle dashboard, or even in the rear of the vehicle. It may be necessary to consult a qualified vehicle installer about connections, suitable location for the interface or antenna position.
