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