Digital One launches station for over-50s

Digital One is launching Primetime Radio in a bid to introduce a different audience strand to its national digital multiplex.

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



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