4Radio To Offer Free WiFi Trial
Channel 4 Radio will be the first broadcaster to target its audience via a WiFi network through a deal announced today with The Cloud.
To coincide with Celebrity Big Brother, which launches this evening, 4Radio will provide radio programming over The Cloud’s public WiFi network, designed specifically for the PSP, and other compatible mobile devices.
Users will be able to download 4Radio podcasts, including Celebrity Big Brother, and listen to them whilst on the move, free of charge for a two month trial period.
Nathalie Schwarz, director of Channel 4 Radio, said: “Radio has the potential to be the most powerful and influential medium in broadcasting, but to achieve this in a digital world it needs to start innovating and fast.
“Making 4Radio’s content available on demand, on the go through The Cloud’s WiFi network enables us to target listeners who want bold and mischievous radio programming but don’t have time to tune in before they leave the house. We are providing it at their convenience to fit in with our listeners’ busy lifestyles.
“For the digitally savvy generation too much radio programming feels tired and formulaic. Becoming the first broadcaster to make radio content available wirelessly on PSPs will help 4Radio connect with a young, mobile audience making our programming easily available whenever and wherever they want.”
Niall Murphy, The Cloud’s CTO, said: “There is an explosion in consumer WiFi devices around the corner and leading edge content providers are already starting to prepare for this large new market. WiFi usage is starting to shift from business to consumer devices and by the end of 2007, 80% of WiFi enabled devices are expected to be targeted at consumers.
“WiFi users will be demanding entertaining and unique content which they can access on the way to and from work, university or school.
“As the leading WiFi provider across the UK and Europe, we have already proved ourselves as being second to none in terms of offering access. Partnering with 4Radio to offer innovative content is therefore very exciting for us.”
Channel 4 is one of the bidders for the second national digital multiplex, with a decision expected to be made on the successful bid during the summer (see Channel 4 Outlines Vision For Second Multiplex).
Channel Four: 020 7396 4444 www.channel4.com