Emap Expands Kerrang! Into Northern DAB Regions
Emap has announced a major expansion of its rock-focused music station Kerrang!, pushing the brand into northern England through the company’s seven wholly-owned DAB digital multiplexes.
The growth in reach for Kerrang! is part of Emap’s strategy to extend its national radio brands and equip them for localised content. The station is currently available via DAB radio, through the Freeview television service and via FM radio in Birmingham.
The extension to the company’s seven DAB multiplexes will allow reception of the station in Yorkshire, the North East, North West and Scotland, in addition to London and the West Midlands, giving two thirds coverage of the UK.
Emap recently announced a concentration of both marketing and investment in its so-called ‘hero brands’, which consist of the Kerrang!, Kiss and Magic radio networks. The company plans to expand these core brands, possibly through the new radio licences being advertised by Ofcom (see Ofcom Puts Edinburgh Radio Licence Up For Tender).
Commenting on Kerrang!’s latest expansion, Shaun Gregory, Emap’s director of development, said: “Kerrang! radio has come of age. Listeners love it and the demand is insatiable. It has nearly a million listeners a week and that’s without adding our FM distribution to the mix. We love it, our clients love it and the listeners just canšt get enough.”
In addition to its FM broadcasts in Birmingham, the rock station had also been running trial broadcasts in Newcastle-upon-Tyne using a temporary RSL licence. Today is the last day for this trial, having operated for a month in a similar way to previous trials in Manchester (see Kerrang Radio Prepares FM Broadcasts In Manchester).
Emap has announced its intention to bid for an FM licence in Manchester once Ofcom advertises the frequencies available in the region. The company has also promised to identify licences which are suitable for its Kiss and Magic radio brands.
Travis Baxter, managing director of the Kerrang! radio network, explained the importance of regional expansion for the brand, stating: “By exploiting digital opportunities and coupling them with FM capacity, the Kerrang! Radio Network is creating a new and exciting national service for advertisers and listeners alike. A mature radio business needs to find ways to continue to grow and add value and Emap is doing this with the Kerrang! Radio Network.”
Emap: 01733 568 900 www.emap.co.uk
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