Capital Unifies Choice Frequencies For Combined Output
Capital Radio has announced plans to unify the content of its two Choice radio stations in London to present advertisers with a stronger environment and a larger combined audience.
The move, recently approved by media super-regulator Ofcom, will create a single programming schedule to be broadcast on both Choice FM’s North 107.1 and South 96.9 licences in the capital. Launching on 18 October, the new schedule will continue the station’s commitment to a wide range of specialist music of black origin.
Capital claims the decision to standardise the two station’s content is the next step in its overall plan to build Choice into the UK’s leading urban music brand. The broadcaster states that both analogue licences and its national DAB digital radio services will now present a single service to listeners and provide advertisers with a stronger, united product.
Explaining the decision to combine the two stations’ content, Graham Bryce, managing director of Choice FM, said: “Listeners across the whole of London will have access to the best of Choice, the strongest line-up of presenters, and a wider range of specialist music shows. Unifying the licenses is an essential step to grow Choice into the leading provider of urban music radio. Advertisers can now buy into a stronger brand with a unified output, philosophy and listenership.”
Last month saw Capital appoint Richard Mintz as marketing director for its developing brand stations. The appointment gave Mintz responsibility for marketing the company’s smaller developing radio stations, including Choice FM, Xfm and Capital Gold (see Capital Appoints Marketing Boss For Developing Brands).
Capital acquired the Choice brand in February for £15 million, following an earlier acquisition of 19% of the Choice group. The move gave Capital the broadcast rights to both licences, with a potential audience of 5.8 million adults in London (see Capital Cleared For £15 Million Choice Acquisition).
Choice has seen its weekly reach increase significantly in recent months, rising by 15.3% year on year in June. The station now commands a weekly audience of 376,000.
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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