Virgin Radio links to WAP phones

Virgin Radio has provided advertisers with an extra route to its listeners by launching a WAP (wireless application protocol) mobile phone service.

Virgin Radio has provided advertisers with an extra route to its

listeners by launching a WAP (wireless application protocol) mobile

phone service.



As well as looking up information about songs they hear on their radios,

listeners will be able to link through to advertisers’ WAP and

websites.



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

involvement.’



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.’



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