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Norway Welcomes Smaller Digital Stations

New digital radio stations are attracting more listeners, survey finds

A DAB transmitter in Sogndal, Norway.

A recent Kantar TNS PPM survey has found that Norwegians are paying more attention to smaller stations as the number of these stations increase thanks to digital radio (DAB, internet and mobile networks).

According to the study, in May of this year, 1,174,000 Norwegians listened to new digital channels daily, compared with 885,000 the previous year.

In June, daily listening increased to 1,228,000, compared to 940,000 the previous year. This represents a growth of 32.6 percent and 30.6 percent respectively per month. These figures however do not include the nationwide networks, NRK P1, NRK P2, NRK P3, P4 and Radio Norway, which Digital Radio Norway says, are now fully digital in more than half of the country.

“These are very good numbers,” said Ole Jørgen Torvmark, CEO of Digital Radio Norway. “The main purpose of the digital radio transition is to give the audience more to choose from. When the new channels attract over 30 percent more listeners, we see that the radio broadcaster is offering content listeners find relevant.”

The organization believes digitization will help ensure that radio remains a relevant medium for the public in the future, and points to the increasing support from consumers for the new stations.

The survey also found that 78 percent of the population now owns one or more DAB radio sets, and that half of all car owners who listen to the radio daily have DAB in the car.