Century Radio Brand Extended To London

Capital Radio is to extend is Century brand into the London market with the launch of a digital version of its music station on the CE digital multiplex (see Capital And EMAP Win First London Digital Licence). Century London will begin broadcasting on 21 September.

The move coincides with the launch of a new image for the Century analogue stations. Sally Oldham, Capital Radio’s strategy and development director, said: “Capital is fully committed to the growth of Century Radio. whilst our digital station will be a hotter and more music intensive service than its analogue counterpart, it gives us the opportunity to introduce one of our key brands into the London market where frequencies, whether they be digital or analogue, are scarce.”

Capital acquired the Century stations in May this year when it completed its acquisition of Border (see Newsline). Targeting the older 25-54 audience with music and speech-based programming it now broadcasts across three stations in the north-west, north-east and central England.

Capital Radio: 020 7766 6000