Virgin Launches Visual Radio For Mobile Phones
Virgin is to become the first UK broadcaster to launch visually enhanced radio for mobile phone users, in a move that will provide a range of new commercial opportunities for advertisers.
The service will become available early next year when the new generation of visual radio-enabled Nokia handsets launches in the UK. Users will initially be able to access a range of information with red-button style functionality, including play-lists, artist pictures and exclusive news.
Virgin is planning to expand the service, which is being developed with HP and Nokia, to offer interactive ticket sales and music downloads, as well as a range of advertising opportunities for brands keen to be at the cutting edge of interactive mobile marketing.
The broadcaster claims that advertisers will be able to communicate with consumers on a number of levels, from providing basic visual information about their products, to fully interactive commercials. There will also be the opportunity to enhance sponsorships and promotions with direct text competitions, discount vouchers and instant data capture.
Commenting on the initiative, Steve Taylor, station manager at Virgin Radio, said: “Visual radio is a perfect complement to enhance the listening experience, adding the permanency of a visual medium to the immediacy of radio. There are endless commercial opportunities which will allow advertisers to significantly enhance their interaction with consumers through the radio.”
Research carried out by Virgin Radio shows that its listeners are key early adopters of new technology. They are twice as likely as average to own a mp3 player and to download music from the internet. They are also keen consumers of emerging technologies from digital television and broadband internet access to the latest developments in mobile communications.
Last month Virgin Radio became the first to respond to the increasing popularity of music downloads by launching the nation’s first weekly chart rundown using Napster online sales figures. The Napster Online Music Chart counts down the 20 most popular songs downloaded by Napster users from a catalogue of 750,000 tracks each week (see Virgin To Launch UK’s First Online Music Chart).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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