01 December 1999

THE UK’S FIRST national commercial radio digital multiplex, Digital One, made its debut on 15 November with five of its planned ten stations. The D1 consortium, which includes Virgin Radio, Classic FM and Talk Radio, claims to be able to reach almost 70% of British listeners - although with receivers currently retailing at upward of £500, actual listeners will be thin on the ground initially. However, prices are expected to fall dramatically over the next few years. In an object lesson to their warring DTV counterparts, Digital One and the BBC are collaborating on marketing, research and communications to ensure the successful evolution of the new medium.