Digital One is launching Primetime Radio in a bid to introduce a
different audience strand to its national digital multiplex.
The radio station, which joined seven other stations on the multiplex
last week, will target the over-50s.
To fuel interest in the new station among the target audience, Digital
One has signed a deal with the Saga Group. Primetime will be promoted in
the subscription-only Saga magazine, which sells one million copies each
In addition, the Saga Group, which specialises in holidays for the
over-50s, will select people from its client database and supply them
with information about the radio station.
Recent research conducted by the Saga Group claimed that a third of the
UK population is over 50 and the proportion will increase by 40 per cent
in ten years.
Primetime will position itself as an easy-listening music station over
the next six months. It will broadcast songs spanning six decades, from
Frank Sinatra to Billy Joel and Boyzone.
Initially, programming will cover topics ranging from leisure and travel
to finance and consumer issues.
DJ David Hamilton will present the weekday mid-morning show, while Gavin
McCoy will move over from Capital Gold to present the breakfast
Quentin Howard, chief executive of Digital One, said: ’Primetime extends
the appeal of commercial radio to an audience that has been deprived of
quality national programming. Our research shows that the 50-plus age
group is one of the key early adopter groups likely to buy digital
radios. Primetime will be a great way of attracting listeners.’
Opus continues to handle sales for all eight stations on the national
digital multiplex. Operations are handled by Steve Cray, who heads Opus