Capital Radio launches Life digital station

Capital Radio launches its digital channel on the Digital One multiplex this week.

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.

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