Core drops ads for Orange radio deal

Orange has linked up with Core in a partnership deal that gives it exclusive commercial rights across the GCap digital radio station.

The commercial station will become advertising-free to allow Orange to access its programme content, sponsorship and promotions.

Core will showcase Orange's music download service with a new programme, The Core Control Chart, which will be branded "with Orange Music Player".

The station will encourage listeners to text in to vote tracks on and off the air and will run an Orange-branded film show.

The deal was brokered by Initiative. Jonathan Barrowman, the head of radio at Initiative, said: "Orange gets to access an ad-free environment that is in tune with young listeners and a platform for testing new forms of customer involvement."

Core broadcasts a musical mix designed to appeal to 16- to 24-year-olds.

It had an average weekly reach of 97,000 listeners in the first quarter.

- Comment, page 44.