Capital pulls off web radio deals

Capital Interactive, the radio company’s start-up digital division, has signed up a raft of advertisers for its three fledgling internet radio stations.

Capital Interactive, the radio company’s start-up digital division,

has signed up a raft of advertisers for its three fledgling internet

radio stations.



Nike, Boots, Kodak and Lycos are four of the clients pulled in by head

of sales and development Phillip Guest and his seven-strong advertising

team.



The team is trying to drum up interest in three web radio stations and a

personalised online music service called Kikido, to be launched by the

Capital Advertising arm.



The narrowcast stations comprise Diva, which focuses on female

vocalists, Rage, which broadcasts music for computer games and Urban

Grooves, an R&B station.



Kikido will go live at the end of the year and will run as a standalone

website that is also accessible through other Capital sites.



Capital already offers advertisers simulcasts across Capital FM, Capital

Gold and Xfm through branded websites.



Guest said revenue from the new interactive ventures would come from

advertising, cross-media solutions, sponsorship, retailing and

distribution partnerships.



He said the sales pitch is focusing on the ’tight targeting’ offered to

advertisers by the three personalised music channels.



Guest added: ’Personalised radio provides details of an individual’s

music tastes, likes and dislikes. This kind of information is a goldmine

for media owners and advertisers. The websites are very much in demand

from advertisers.’



Guest continued: ’We are offering a higher response rate and a better

return on investment for clients.’



On the e-commerce front, Capital Interactive has successfully brokered

distribution and partnership deals with Handbag.com, Sports. com and

Microsoft.



The new operation has also signed deals with a number of record

companies - including BMG, Universal, EMI, Chrysalis, Virgin, Jive and

AIM - in order to secure the online rights to their music.



Capital unveiled Interactive to the City last week.



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