Capital Interactive, the new-media division of Capital Radio, has
announced the launch of a number of online music initiatives for this
The division plans to launch three webcast radio stations, as well as an
online umbrella music brand called kikido. Capital already simulcasts
its 95.8 Capital FM, Capital Gold and Xfm brands on the web.
The three ’narrowcast’ web stations will be Diva, aimed at women, Rage,
aimed at computer gamers, and Urban Grooves, a soul channel.
Narrowcasting is the provision of music that would not be economically
viable in the broadcast environment to targeted niche and cult audiences
via the web.
Kikido, which will launch later in the year, will be a web radio service
that uses artificial intelligence to create a more personalised
experience for the user. Users of all of the launches will be able to
buy music as they read about it or listen to it.
Capital Interactive has also signed deals with a number of record
companies including BMG, Jive, Universal, EMI-Chrysalis-Virgin and AIM
to secure the online rights to their music.
Iain Langridge, head of marketing at Capital Interactive, said that
advertising will form a small part of the group’s marketing activities.
He said: ’Traditional adspend isn’t a big issue for us - we don’t think
it’s about taking the product to all consumers.’
Langridge emphasised the importance of distribution deals, such as those
made with Handbag.com, Sports.com and Microsoft, as a means of promotion
for the portals.