BBC Radio 1 Launches New Ad Campaign

The BBC is launching a new nation-wide advertising campaign to promote Radio 1’s summer of live music to its core youth audience.

The month-long campaign, which begins tomorrow, will see Radio 1 DJs Pete Tong, Judge Jules and Tim Westwood appear in a series of TV and billboard ads depicting a “soundclash,” in which they try to out perform each other in front of a live audience.

Commenting on the campaign, Radio 1’s marketing manager, James Woods, said: “I think the TV spots and the posters really capture the excitement of what they do week in week out on Radio 1 and live around the country every summer.”

Last month Radio 1 launched a new interactive service called Radio On Demand allowing listeners to access programmes via the station’s website. Radio 1 shows are now available through BBCi for one week following broadcast, meaning that internet users can listen to them whenever they choose (see BBC Radio 1 Unveils Online Interactive Service).

According to RAJAR results for the first three months of 2002, Radio 1 has seen its weekly reach increase by 2% year on year to 10,541, up from 10,336 in the same period last year.

BBC: 020 8743 8000 www.bbc.co.uk

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