Capital Unveils Interactive Radio Service
Capital Radio and Nokia are set to launch an interactive radio service for mobile phone users called CapitalM8.
The service, which allows Capital FM listeners to receive ringtones, news, gig guides and dedicate tracks via their mobile phones, launches later this month and is intended to encourage greater listener interactivity and generate additional revenue streams.
CapitalM8, which is due to roll out across Capital’s entire portfolio “in due course”, uses technology developed by BT’s Rocking Frog and with support from Nokia and O2, the service will be available to users with phones compatible with SMS, WAP and GPRS technology.
Features based on SMS, which allow listeners to alert friends to specially dedicated tracks and find out the names of songs have just been played, have also been developed and are available for standard texting rates, plus 25p and 50p respectively.
Nathalie Schwarz, director of strategy and development at Capital Radio said: “The launch of CapitalM8 is another step in our strategy to distribute branded content across new platforms. These groundbreaking services will add value to the listener experience, build loyalty and strengthen Capital’s relationship with our audiences.”
She added: “In turn, the personalisation technology creates the ability to profile listener preferences, which will provide our advertisers with targeted advertising and marketing opportunities. CapitalM8 is a natural progression in the evolution of radio listening, paving the way for the development of mobile phones with digital radio chips.”
The potential of SMS technology has also been realised by GWR, which last week launched a World Cup SMS competition across its 31 local radio stations in an attempt to attract listeners attention throughout the tournament (see GWR Rolls Out World Cup SMS Activity).
Capital: 020 7766 6000 www.capitalradiogroup.co.uk
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