Virgin Trials DAB And 3G Technology

Virgin Radio is launching a trial on the Isle of Man that combines digital radio with 3G technology and could lead to the launch of more interactive radio stations in the UK.

As part of the trial, which begins later this month, Virgin will launch an interactive radio service called Manx Choice on a test digital radio network built by Crown Castle. The service will be available to digital radio listeners in the Isle of Man and will also be broadcast to 3G mobile phones.

Digital radio listeners will receive the station as normal but those tuned in via 3G will be able to interact with radio programmes whilst listening on their mobile phones. 3G users will be able to create personalised playlists and interact with the station via online voting.

SMG Radio’s commercial development director, Lee Roberts, said: “This is a very exciting project and combines the best of new broadcasting technology with the latest innovations in mobile phone networks. As well as bringing new radio services to the Isle of Man we can showcase interactive radio stations and experiment with technology developed for the internet. Streaming radio services via 3G could potentially lead to dozens of new channels available to the public.”

Dave Dimambro manager of broadcast networks at Crown and Castle, added: “This trial makes the optimum use of transmission channels for telecom and broadcast networks and allows multimedia services to be delivered in the most efficient manner.”

The new station will launch on a 3G network provided by Manx Telecom, a wholly owned division of BT’s MMO2. MM02 were the first to make a call using 3G technology and are currently testing the first 3G adverts on the Isle of Man (see First Advertising On 3G Planned).

SMG: 0141 300 3300 www.smg.plc.uk

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