Germany - Marketing - History
16.05.2017
ARD Group, the commercial broadcasters on the national multiplex, Deutschlandradio, and the network operator Media Broadcast – together participate in the marketing-“Initiative Digitalradio Deutschland” – and are keen to build on past cooperation and to increase synergies. Considering ARD’s reiterated strategic commitment on digital radio in particular, the parties involved are working on a mutual concept for a consolidated communication to the market. As a first step, they changed the campaign logo by replacing the slogan “Radio der Zukunft” with “DAB+”.
Campaigns
May 2017
ARD and Deutschlandradio will start a cross-media nationwide marketing campaign for DAB+ radio from 2 May 2017. The campaign will include radio, television and internet, as well as images for print and online use. DAB+ has also received an eye-catching new logo, with which broadcasters, manufacturers and retailers can promote the new radio standard. The logo may be downloaded for free at http://www.digitalradio.de/index.php/de/haendlerbereich. Download the Press Release.
Under the motto "As clear as if I were there", the ARD started a nationwide marketing campaign for DAB+ together with Deutschlandradio and other partners on May 2nd. This includes TV commercials, which are shown in the first and third programmes as well as on numerous online channels. In the ARD, with Deutschlandradio and private broadcasters are broadcasting various radio adspots. In addition, there are print and online motifs on the new website www.dabplus.de, on which the new campaign can be seen and heard. The uniform overall appearance has been the most extensive since the introduction of DAB+ six years ago.
The aim of the three-week action period until 21 May is to make DAB+ more popular. The campaign focuses on the listening experience on the radio. It shows typical listening situations and the joy of listening to the radio. 
Almost 57 million listeners are listening to radio every day, which is about 78% of the population. More than 38 million people listen to 105 minutes of ARD radio programs every day on average from Monday to Friday.
The campaign also introduces a new brand launch of DAB+. A logo in the form of a stylised radio shows together with the claim "Mehrradio", which is the technical standard DAB+. At the Mitteldeutschland media center in Leipzig, the new brand and the campaign will be publicly presented for the first time, from May 2 to 4, alongside the on-air and online activities. The new logo for DAB+ is also supported by equipment manufacturers and dealers, who have the elements of the new branding for their own advertising measures available. 
As in the past year, the ARD will broadcast a nationwide day of the DAB+ radio conference on the radio programme in Berlin, where experts will be informed about programming and technology for the digital antenna. A further campaign phase for DAB+ is planned together with market partners involved in the pre-Christmas period.
TIF Directive in Bavaria
The BLM's Media Council has decided on a recasting of directives to promote the technical infrastructure of terrestrial radio offers. This TIF directive, which will enter into force on the 01 July 2017, has the promotion of digital radio broadcasting in Bavaria as its the focus. More information is available at https://www.blm.de/infothek/pressemitteilungen/2017.cfm?object_ID=7352.
15.05.2017
ARD Group, the commercial broadcasters on the national multiplex, Deutschlandradio, and the network operator Media Broadcast – together participate in the marketing-“Initiative Digitalradio Deutschland” – and are keen to build on past cooperation and to increase synergies. Considering ARD’s reiterated strategic commitment on digital radio in particular, the parties involved are working on a mutual concept for a consolidated communication to the market. As a first step, they changed the campaign logo by replacing the slogan “Radio der Zukunft” with “DAB+”.
Campaigns
May 2017
ARD and Deutschlandradio will start a cross-media nationwide marketing campaign for DAB+ radio from 2 May 2017. The campaign will include radio, television and internet, as well as images for print and online use. DAB+ has also received an eye-catching new logo, with which broadcasters, manufacturers and retailers can promote the new radio standard.
Under the motto "As clear as if I were there", the ARD started a nationwide marketing campaign for DAB+ together with Deutschlandradio and other partners on May 2nd. This includes TV commercials, which are shown in the first and third programmes as well as on numerous online channels. In the ARD, with Deutschlandradio and private broadcasters are broadcasting various radio adspots. In addition, there are print and online motifs on the new website www.dabplus.de, on which the new campaign can be seen and heard. The uniform overall appearance has been the most extensive since the introduction of DAB+ six years ago.
The aim of the three-week action period until 21 May is to make DAB+ more popular. The campaign focuses on the listening experience on the radio. It shows typical listening situations and the joy of listening to the radio.
Almost 57 million listeners are listening to radio every day, which is about 78% of the population. More than 38 million people listen to 105 minutes of ARD radio programs every day on average from Monday to Friday.
The campaign also introduces a new brand launch of DAB+. A logo in the form of a stylised radio shows together with the claim "Mehrradio", which is the technical standard DAB+. At the Mitteldeutschland media center in Leipzig, the new brand and the campaign will be publicly presented for the first time, from May 2 to 4, alongside the on-air and online activities. The new logo for DAB+ is also supported by equipment manufacturers and dealers, who have the elements of the new branding for their own advertising measures available.
As in the past year, the ARD will broadcast a nationwide day of the DAB+ radio conference on the radio programme in Berlin, where experts will be informed about programming and technology for the digital antenna. A further campaign phase for DAB+ is planned together with market partners involved in the pre-Christmas period.
06.04.2017
ARD Group, the commercial broadcasters on the national multiplex, Deutschlandradio, and the network operator Media Broadcast – together participate in the marketing-“Initiative Digitalradio Deutschland” – and are keen to build on past cooperation and to increase synergies. Considering ARD’s reiterated strategic commitment on digital radio in particular, the parties involved are working on a mutual concept for a consolidated communication to the market. As a first step, they changed the campaign logo by replacing the slogan “Radio der Zukunft” with “DAB+”.
Campaigns
May 2017
ARD and Deutschlandradio will start a cross-media nationwide marketing campaign for DAB+ radio from 2 May 2017. The campaign will include radio, television and internet, as well as images for print and online use. DAB+ has also received an eye-catching new logo, with which broadcasters, manufacturers and retailers can promote the new radio standard.