You might think that in this age of digital downloads, when you can find all kinds of video online, that the golden age of radio has passed. But according to the latest audience figures, some 12million people in the UK – just over a quarter of the adult population – is tuning in. They’re just doing it in slightly different ways now. Around 4.4 million listen ontheir mobile phone, up more than 25% on last year, and, perhaps surprisingly, 1.8 million of those listeners are between 15 and 24. "In this multiplatform environment it’s absolutelyvital for radio stations to make content as accessible on as many platforms as possible," said Paul Jackson, chief executive of Virgin Radio, whichlaunched on 3G mobile phones in 2005. Another 2.7 million download podcasts, up from 1.9 million on the last survey. In other words, listeners have embraced the digital age. Of course,the BBC is the big name in British radio. But digital-only stations have seen a dramatic growth, up 33% over the past 12 months to 6.1 million in the secondquarter of 2007 from 4.6 million in the same period last year, according to the industry body Rajar. In fact, the different digital platforms are nowresponsible for around 16% of all radio listening. Digital radio or DAB – digital audio broadcasting – is the preferred way to receive it, and that’s followed by digital TV and then theInternet.
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