CAMPAIGN-I: Behind the Hype - Music to the ears of niche advertisers. Capital Radio's new online stations can cater for R&B fans to adrenaline junkies

Kikido is Capital Radio's new online radio brand, and three of its

'narrowcast' web radio stations launch this week, with syndication deals

in place. Capital Interactive has signed a series of deals with major

and independent record labels including BMG, Universal, EMI-Chrysalis,

Virgin and Jive. These agreements allow Capital to broadcast music

across the web, legally, without going through traditional or digital

networks.



Site characteristics The web station launches in another window when you

link to it from www.kikido.com, and the sound is streamed in. A banner

at the base of the window gives a premium spot for advertisers, and if

you like the song that is playing you can click to buy. The only

downside is that the listener can't determine which songs are broadcast.

But all of the locations are well designed with easy-to-use

functionality.



Target audience The beauty of web-casting is that stations can target

very niche audiences without the usual set-up costs incurred by

traditional radio broadcasters. The ATK 13 station is 'the sound of pure

adrenaline' and targets people with high adrenaline lifestyles such as

extreme sports fans. Chyra plays contemporary music and pop, and Glisn

targets R&B and soul fans.



Funding The Kikido venture and properties are owned by Capital

Interactive, which is owned by Capital Radio.



Principals Kikido's head of marketing is Iain Langridge, and Tom Laidlaw

is the head of programming and production at Capital Interactive.



Marketing Capital will not be doing any traditional marketing for its

web stations. It has signed online syndication deals that establish

Chyra as the online radio station for BeMe.com, ATK 13 as Another.com's

online radio station, and the black music portal Darkerthanblue.com

carries Glisn.



Competitors Kikido's web stations are aimed at more specific audiences

than some other web radio sites, but lack the interactivity of

personalised radio stations such as Launch.com.



THE YEAR AHEAD



The niche target audience should be well served, and will theoretically

be expanded by the brand's purely online marketing. However, it's a dog

eat dog world out there. - We're not convinced.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).