GCap Media Joins With O2 To Give Chill Listeners Content Control
GCap Media has secured phone giant O2 as its first commercial partner for DAB station Chill, with the two companies creating dedicated mobile and online channels to enable listeners to control content themselves.
The exclusive six-month partnership is centred on ‘The O2 Chillout Room’, a unique daily show that has been conceived in response to listener feedback, which called for more control to be given to the audience. Listeners will be given the chance to create an hour’s play list, taking the role of presenter and explaining the story behind their favourite Chill selection.
The show will air Monday to Friday between 7-8pm, and will also allow other listeners to text The O2 Chillout Room to request a track-listing, which will then be delivered to them via a WAP page sent to their mobile.
Paul Samuels, head of sponsorship and interactive partnerships at O2, said: “We’ve always been strong supporters of radio as a medium but have always wanted to take our activity to the next level. The fit between Chill and O2 is fantastic and with the creation of ‘The O2 Chillout Room’ we’re giving listeners the chance to live our brand proposition.”
Bern Leckie, programme manager for Chill, added: “We started Chill by sharing compilations of tunes, and O2 is a perfect partner to help listeners get involved. We’re all about helping people chill in a stressful world, and O2 have helped by making it easier to get in touch, swap ideas and find out what other Chill listeners are into. Listeners are already loving taking part, so it’s an ideal fit for us.”
There are plans for the partnership to evolve to include online, in-store and event activity in the future.