A little DAB+ as LG tunes in

By Kymberly Martin

Access to more radio channels.

LG will launch the first smartphone with DAB+, the de facto standard for digital radio broadcasting, on May 2. What this means for radio fans is entrée to more radio channels than traditional FM and access to a large amount of multimedia content.  The LG Stylus DAB+ features a DAB+ chipset and an exclusive app that lets users listen to the radio free and view news, entertainment and pictures.

The new smartphone will be available initially through Optus stores, Big W, All Phones and selected Harvey Norman and The Good Guys stores and from May 5 in Virgin Mobile stores.  DAB+ is available in all mainland capitals with plans to roll out to regional areas in 2017. The handset delivers some high end features including a 3000mAh removable battery, SD card slot, a 5.7-inch screen and rear 13/front 8MP camera all within a 7.4mm thin and 145g design frame. RRP is $449.

LG-Launch

Commercial Radio CEO Joan Warner with LG Electronics general manager mobile communications Gino Casha. 

Speaking at the media launch, Commercial Radio CEO, Joan Warner described radio and smartphones as perfect partners.  The industry body was closely involved in the development of the device.  Warner said unlike music streaming services, which are hefty user of data, digital radio uses no data.

As well as audio, the new smartphone lets the user access pictures and text on the screen. Stations can deliver whole sets of category information to users who can then activate the content, for example, registering for competitions or responding to advertising offers. The device is also Bluetooth enabled for use in the car.

For Commercial Radio’s  biggest ever product activity there will be promotions online and outdoors with  radio ambassadors attached to participating radio station as well as 250 handset giveaways.

LG-DAB

“It’s all about delivering the technology to the right audience,” Joan Warner told AR.  “We are very excited about the opportunities this has for digital radio.”

The on-air marketing campaign begins on May 9. Warner added that there is a big commitment globally to promote the new phone in Europe, Asia and the US.

“Consumers will also be able to listen to the quality of DAB+ in stores and there will be advertising in store catalogues to support the launch,” LG general manager mobile communications, Gino Casha said.

“Retailers like Harvey Norman and The Good Guys are strong supporters of digital and we know younger people with a smartphone who listen to the radio like to engage in a lot of content.”

He said LG has developed a piece of technology that gives a hassle-free digital radio experience. “The device is ideal for many consumers as it provides premium functions at the price of a mid-tier smartphone.”

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