Kikido is Capital Radio's new online radio brand, and three of its
'narrowcast' web radio stations launch this week, with syndication deals
in place. Capital Interactive has signed a series of deals with major
and independent record labels including BMG, Universal, EMI-Chrysalis,
Virgin and Jive. These agreements allow Capital to broadcast music
across the web, legally, without going through traditional or digital
Site characteristics The web station launches in another window when you
link to it from www.kikido.com, and the sound is streamed in. A banner
at the base of the window gives a premium spot for advertisers, and if
you like the song that is playing you can click to buy. The only
downside is that the listener can't determine which songs are broadcast.
But all of the locations are well designed with easy-to-use
Target audience The beauty of web-casting is that stations can target
very niche audiences without the usual set-up costs incurred by
traditional radio broadcasters. The ATK 13 station is 'the sound of pure
adrenaline' and targets people with high adrenaline lifestyles such as
extreme sports fans. Chyra plays contemporary music and pop, and Glisn
targets R&B and soul fans.
Funding The Kikido venture and properties are owned by Capital
Interactive, which is owned by Capital Radio.
Principals Kikido's head of marketing is Iain Langridge, and Tom Laidlaw
is the head of programming and production at Capital Interactive.
Marketing Capital will not be doing any traditional marketing for its
web stations. It has signed online syndication deals that establish
Chyra as the online radio station for BeMe.com, ATK 13 as Another.com's
online radio station, and the black music portal Darkerthanblue.com
Competitors Kikido's web stations are aimed at more specific audiences
than some other web radio sites, but lack the interactivity of
personalised radio stations such as Launch.com.
THE YEAR AHEAD
The niche target audience should be well served, and will theoretically
be expanded by the brand's purely online marketing. However, it's a dog
eat dog world out there. - We're not convinced.