UK Government Calls Go Digital Test a Success


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London - Jun 13, 2013 - The UK government is touting its recent digital radio test as a success, saying listeners who are in a good coverage area love digital radio, according to Radio Today.

The digital radio switchover pilot program (called Go Digital) was overseen by the Department of Culture, Media and Sport and was run by independent research company Ipsos/MORI. It involved the full conversion of 237 households in Bath to digital radio and documented their experience over a six-week period in February and March 2013.

The results show that 92 percent of listeners in the Go Digital Trial report said they were highly satisfied with their digital radios. Eighty percent said they preferred it to analog and would strongly recommend digital radio to other people. Test subjects in Bath listened to more radio overall, enjoyed finding the additional stations on digital radio, and found the DAB digital radios easy to use. Of the older and disabled people in the experiment, 75 percent found the DAB radios easier to use than expected, but some required help from friends and family to set them up. Seventy percent of this group said that digital radio was better than analog. A small sample also had their cars converted with nearly all confident about using their digital radios. A few cited reception issues when driving.

Test subjects also said they needed to know about costs and how to convert their cars, and recommended that government should provide information about digital radio and the switchover, similar to communications they had seen about the digital TV switchover, in addition to providing assistance for vulnerable groups.




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