Digital One

RADIO GROWTH

images-1The UK Government through the media regulator offered spectrum to create a new national  Digital Audio Broadcasting (DAB) service  to the commercial radio industry.

Our company recognized that this would be a once-only opportunity to secure this valuable “real estate”, providing a commercial radio company for the first time an equal national spectrum to that of the dominant BBC.

I was appointed a Content advisor to the bid team. Extensive market research as carried out which provided the data on which to build a robust recommendation.  On analysing the data I recommended of a portfolio of up to 10 radio services covering the market segments which were underserved by the existing analogue (BBC and Commercial) operators. These services would also be most attractive to national brand advertisers.

The suite of new radio services offered, together with a robust business plan and backed by a large commercial media company meant that the Digital One consortium was the successful bidder. It secured the winning bid to operate the UK’s first and only national commercial DAB multiplex.