New DAB+ information campaign prepares Switzerland for the phase-out of FM
The FM frequencies in Switzerland will be switched off by the end of 2024 at the latest and in order to prepare the population for the switch to digital radio reception, the Federal Office of Communications (OFCOM) launched a new DAB+ information campaign on 4 May 2020.
Adopting the DAB+ logo and branding style that has been used in several other European markets, the key messages in the campaign are: better sound quality, a wider range of programme services, and larger coverage areas. DAB+ will replace analogue FM radio in Switzerland, and is already the most widely used transmission platform for radio services in Switzerland. Only around 15 percent of people still listen to radio exclusively via FM.
In order to encourage listeners to switch to digital reception at home and in the car, a multi-year information campaign was launched on 4 May 2020. It is intended to support the audience with information and assistance during the upcoming FM phase-out. The campaign will include TV and radio spots, social media activities, out-of-home advertising, measures for equipment dealers and car dealerships, plus a helpdesk to advise the public. The campaign will run until the final FM switch-off.
The costs of around CHF five million for the entire duration will be covered from the proceeds of the radio and television reception fee. The campaign will also benefit from free advertising time on public broadcaster SSR SRG television and private radio stations worth several million CHF.