Emap to extend Heat celebrity brand on to digital radio

LONDON - Emap is attempting to capitalise on the success of its celebrity magazine Heat by launching Heat Radio.

The digital radio station will launch on September 30, but will only be available via the Freeview platform on televisions.

However, the Heat Radio's output will shun the flagship magazine's highly successful celebrity gossip content and instead play uptempo tracks from the 80s to the present day, designed to appeal to the young audience of the magazine. It will run advertising alongside songs from artists including Justin Timberlake and Sister Sledge but will have no presenters.

Heat Radio's launch will follow Emap's successful foray into launching digital radio brands on Freeview. Kiss, Kerrang!, Smash Hits, Q, Magic, The Hits and Mojo already have a place on the platform.

Emap is hoping that Heat's rapid circulation increase will provide a large and loyal audience for the radio station. The magazine recently posted an annual sales increase of 18% to climb to 565,484 sales.

Heat is the fifth Emap magazine brand to launch as a radio station. Smash Hits digital radio has built a national audience of 853,000 listeners and Kerrang! has 773,000 listeners.

Paul Keenan, chief executive of Emap Consumer Media, said: "When it comes to entertainment Heat readers are smart, savvy, discerning and quick to seek out hot new stuff. Heat Radio will quickly build a great audience."

Heat Radio will sit on the Freeview platform as part of the license held by SDN. Wyn Innes, chief executive of SDN, said: "We are delighted to conclude this second deal with Emap to provide Heat on the Freeview platform. The addition of Heat Radio will add to the diversity and depth of offering available to the increasing number of people choosing the Freeview platform."

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