Switch Digital, the digital radio consortium comprising Talk Radio, Virgin Radio and Clear Channel, has announced the details of its broadcasting plans for the the London digital radio multiplex (see Newsline).
The digital service will broadcast across 12 channels, and will include Chart Hits, non-stop top 40 chart hits; Soft Adult Contemporary, a “Love” themed station targeting a female audience; an Asian Service; a Classic Rock and Sports channel and a Jazz & Blues service which will broadcast the existing Jazz FM service with digital exclusive output.
Switch Digital also proposed a City & Business service dealing with business and personal finance and provided by Bloomberg; Saga Radio, which will be aimed at the 45+ age group; Modern Rock; Classic Soul and Listings channel devoted to entertainment information.
The service will also include a channel guide, programme associated data (including travel information services) and other data services. Switch’s broadcast plans are based on research carried out amongst Londoners, which found that consumer benefit is an essential prerequisite for digital radio to succeed.
Kelvin MacKenzie, chairman and chief executive of Talk Radio, commented: “For digital radio to be successful commercially, it must demonstrate a clear consumer benefit. This revolution will only succeed if the new medium offers choice and reflects the concerns and interests of the local communities in London. Switch Digital is focused on providing this choice, which we believe will drive demand for new digital radio sets and attract advertisers and sponsors.”
Emap and Capital Radio’s digital consortium, CE Digital, has also confirmed details of its bid for the London digital radio multiplex. The service will include the simulcast of eight analogue London services: Capital FM, Capital Gold, Sunrise, Xfm, Kiss 100, Magic, LBC and News Direct. CE Digital has also proposed a service which will be exclusive to the digital radio platform: Hot Adult Contemporary will be aimed at 25-44 year olds and feature up-beat adult contemporary music.
MXR London, a consortium made up of Chrysalis, Border Television, Daily Mail & General Trust and ethnic broadcasting group Soul Media submitted a third bid for the London licence (see Newsline), which is the first local digital licence to be contested.
The Radio Authority is expected to announce its decision about the award by 1 July.
Radio Authority: 0171 430 2724 Talk Radio: 0171 636 1089 Emap Radio: 0171 504 6000 Chrysalis: 0171 221 2213
