A study by Dixons has shown that digital radio sales have overtaken those of traditional sets for the first time. By the end of 2004, there were 1.3 million DAB radio sets in British homes, according to the Digital Radio Development Bureau, and Dixons expects demand for digital sets to rise by more than 50 per cent over the next year.
This is partly due to digital radios’ drop in cost over the last couple of years; however, these figures also reflect the considerable appeal of community targeted stations and services not offered elsewhere. The store has also found that the technology is being adopted by people of all ages, especially those in their forties and above, people perhaps with a greater emotional attachment to the medium.
Community orientated services have started to attract listeners in increasingly large numbers. Over half a million people now tune in to the BBC’s Asian Network every week. This digital medium has allowed local stations to target previously uncatered for groups; Southall’s Panjab Radio , for example, is specifically tailored to the UK’s large Panjabi community. The radios, which are usually easy to use and offer improved quality in sound, clearly appeal to people on a number of levels, and have helped make the broadcasting world more accessible and user friendly.