Capital Radio launches its digital channel on the Digital One
multiplex this week.
The station, called Life, will broadcast 24 hours a day exclusively on
Digital One, and will position itself as a pop music station.
Advertising will be sold by Capital Radio Advertising.
Sally Oldham, managing director of Capital Radio, said: ’By looking at
current listening habits, motivations and mindsets, we have created a
unique lifestyle radio brand appealing to a discrete set of listeners.
Our research findings enabled us to build a picture of our target
listeners in terms of their behaviour, what they want the station to be
and how we might fulfil their expectations.’
GWR, the major shareholder in Digital One, has also unveiled plans for a
channel specialising in books and plays. One Word Radio will broadcast
features, information and reviews focusing on drama, books and comedy
and will launch on the multiplex this March. Advertising will be sold by
GWR’s sales house Opus.
Quentin Howard, chief executive of Digital One, commented: ’Classic FM
showed how music that was previously considered stuffy and elitist could
be made accessible and enjoyable. One Word now has the potential to do
the same with the plays and books channel.’
One Word is a joint venture between the Guardian Media Group, Chivers
Communications, Unique Broadcasting and Heavy Entertainment.
The new channel will be the seventh of ten national stations to be
broadcast on the multiplex. The next channel in line to launch digitally
is a finance and money station from the Wireless Group.