Emap Launches More New Digital Stations On Freeview

Emap has expanded its radio portfolio on the Freeview platform with the launch of three new national digital stations.

The Hits, Q and Magic will sit alongside Kiss, Kerrang! and Smash Hits, which launched on Freeview earlier this year (see Emap Rolls Out New Digital Radio Stations On Freeview). The new stations are a further example of Emap’s strategy of brand extensions and crossovers.

The Hits, which is already available in London, will replicate the format of Emap’s music TV channel of the same name and will target 15 to 34 year olds that enjoy chart music. The station will broadcast live from Manchester and will feature DJs from Key 103 (see Emap Moves The Hits Onto Digital Radio).

Q will share the musical values of Q magazine and will feature artists ranging from Otis Reading to Coldplay. Emap claims the new station, which will be aimed at 25 to 44 year olds, will compete directly with BBC Radio 2.

Magic will be a national version of the London-based Magic 105.4 service, which plays the latest hits and greatest memories from commercial artists such as Madonna and Ronan Keating.

Commenting on the new launches, Bruce Daisley, national brand sales director at Emap Advertising, said: “Our research has shown us that niche music formats are the key driver of digital radio take up. In addition, powerful brands give you the cutting edge.”

Recent research from the RAB shows that radio listening via new technologies is on the increase, with almost 15% of adults tuning in via the TV during the third quarter of 2002, up from around 13% in the same period the previous year (see Feature: Radio Makes Waves With New Technology).

Emap: 01733 568 900 www.emap.co.uk

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