Germany makes progress in DAB+ adoption with state-level transmedia campaign

ARD, Deutschlandradio, private broadcasters, manufacturers and other members of Digitalradio Deutschland eV have come together to encourage the adoption of DAB+ through a broad transmedia campaign that anticipates the replacement of FM stations with digital radio.

The participants of the German initiative will rely on both television advertisements in the ARD, as in different spots on public and private stations. Under the motto "The moment is yours. With DAB+", these information campaigns are completed specialized articles, newsletters, publications in social networks and giveaways, coordinated between different media and combined effectively. He retail trade It will also participate with training courses for employees of specialized and electronic stores, as well as the brand image on the shelves with the brand design DAB+ for the point of sale.

The campaign seeks to reinforce a year of digitization especially dynamic. The network of transmitters has continued to grow and has been complemented by the expansion of the first national platform with twelve additional locations. At the same time, the transition from FM to DAB+ is advancing rapidly in many regions. For example, several dozen FM stations are being replaced by DAB+ in Schleswig-Holstein.

As part of the transition from FM to DAB+, it is planned that around 100 FM frequencies throughout the country are out of service for the end of this year. Of these, around 60 frequencies are assigned to Bayerischer Rundfunk, Mitteldeutscher Rundfunk, Norddeutscher Rundfunk and Deutschlandradio.

In the German market, private broadcasters are playing a decisive role in the distribution of the DAB+ digital terrestrial standard. More and more private radio stations are abandoning their FM broadcasts and opting for DAB+, which is more “cost-effective and energy efficient than FM” according to DAB+ Germany.