Capital Radio’s Life service prepares to broadcast on digital

Capital Radio has unveiled its plans for its first foray into national broadcasting when it goes live on the Digital One multiplex next week.

Capital Radio has unveiled its plans for its first foray into

national broadcasting when it goes live on the Digital One multiplex

next week.



Called Life, the service was developed after extensive research, carried

out on behalf of Capital by New Solutions.



The station, which will broadcast 24 hours a day exclusively on Digital

One, will carry music by artists such as Elton John, George Michael and

the Corrs. The format was found to be the most popular in both Digital

One and Capital’s research into digital radio listening, appealing

particularly to early adopters.



Sally Oldham, the managing director of Capital Radio, said: ’We had to

ensure that our new service claimed a competitive market position. We’ve

created a lifestyle radio brand. Our findings enabled us to build a

picture of our target listeners and how we might fulfil their

expectations.’



Life will be the third service to broadcast on the multiplex. GWR, the

major shareholder in Digital One, launched Core and Planet Rock last

month.



The formation of Oneword Radio, which focuses on plays, books, comedy

and reviews, was announced last week and will broadcast on the multiplex

from March.



It is a joint venture between Guardian Media Group, Chivers

Communications, Unique Broadcasting and Heavy Entertainment.



Take-up of digital radio has been slow because the sets are expensive,

but most major radio groups are investing in the medium and set

manufacturers are expected to start discounting.



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