Calls for digital radio awareness

New cars are adopting digital radio technology too slowly and broadcasters have been urged by the Society of Motor Manufacturers and Traders (SMMT) to increase public awareness of the advantages of digital radio.

Since 2007, the number of new cars fitted with a digital radio as standard has doubled year-on-year, new figures from Jato Dynamic indicate. However, the number of cars fitted with a compatible unit still represents a small percentage, with the coalition Government having recently unveiled 2015 as the revised date for the digital radio switchover.

"While these new figures show that the uptake of digital radio is gathering pace and motorists are increasingly opting for new cars fitted with the technology, it is clear that there is still a lot of work to do to ensure the 2013 listening criterion is met," said Paul Everitt, SMMT chief executive.

"More needs to be done to increase public awareness through extensive information campaigns and this will rely on the support of broadcasters in addressing the public's key concerns about digital radio."

Minister for culture, communications and creative industries, Ed Vaizey MP, has pledged to work with car manufacturers to ensure that all new cars are fitted with digital radios as standard by the end of 2013.

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