London, U.K. Commercial radio’s market share in the UK is continuing to grow rapidly, according to a study by the Radio Advertising Bureau. And the study projects continued growth for the next several years, thanks to the introduction of digital broadcasting and an increase in the number of stations.
The report, entitled “The Future of Commercial Radio,” also says that the rate of growth in commercial radio audiences will slow. Commercial radio was introduced in the UK in 1973. Its audience share has doubled in the last ten years, and now stands at 60%. In the first half of 1996, advertising revenues in radio rose by 16%.
Digital broadcasting, being introduced in the UK under the provisions of the Broadcasting Act of 1996, will result in greater choice for listeners. Allocation of new frequencies for digital means that listeners in an average area will have access to eight national BBC stations, eight national commercial stations and 16 local stations.
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