Virgin Radio has provided advertisers with an extra route to its
listeners by launching a WAP (wireless application protocol) mobile
As well as looking up information about songs they hear on their radios,
listeners will be able to link through to advertisers’ WAP and
The additional service is free to advertisers.
Lee Roberts, acting sales director at Virgin Radio, commented:
’Listeners on the move can now respond immediately to an advertisement
they hear on air, using their mobile phones. The opportunities it has
for enhancing ’call to action’ are immense.’
The WAP service provides information about the song simultaneously being
played on air - including a link through to the Virgin Radio directory,
where the record can be purchased - access to the station’s schedule and
play list, and interactive games and competitions.
It gives full details of current advertisers, including their telephone
numbers and links to their own WAP and websites. Roberts said Virgin had
been examining the potential of WAP for over a year.
’Last year Virgin Radio was the first broadcaster to examine the
potential of radio broadcasting via broadband radio technology, which
led to trials in conjunction with Ericsson. Developing a consumer WAP
site allows us to move one stage closer to complete listener
Steve Taylor, group enterprises director at Virgin Radio parent Ginger
Media Group, added: ’The WAP initiative is the latest in a long line of
value-added services, following on from our online advertising directory
and the Ginger Interactive Media Player.’