Columbia promotes SWAT with Freeview's digital radio service

Columbia TriStar has become the first advertiser to use Emap's interactive service on digital radio for the launch of the movie SWAT.

The interactive service allows people listening to the radio via their Freeview box to use the red button on their remote control to access additional product information. Columbia TriStar is using the screen radio service to provide further information on the film, which stars Samuel L Jackson and Colin Farrell, and the opportunity to win SWAT-related prizes.

Emap has become the first company to offer red-button digital radio services after the company was granted approval by the Independent Television Commission to run enhanced screen services for its radio channels.

The SWAT promotion will run on the Robin and Millie drivetime show on Kiss between 27 November and 4 December.

When Freeview listeners select Kiss radio, they will see a branded screen which carries instructions on how to use the technology.

Listeners can then enter a target-practice challenge for the chance to win an action holiday.

The deal was brokered by Emap's broadcast innovation executive, Ross Cunningham, and Columbia TriStar's acting promotions manager, Victoria Cox.