Radio First has entered a five-year broadcasting deal with BSkyB, it has been confirmed this morning. The arrangement will see Radio First’s network of football club-related digital radio stations broadcast, regionally, via Sky Digital.
Radio First has already agreed four 50:50 joint ventures with leading English Premier League clubs in order to own and operate commercial, regional digital radio stations and intends to complete similar deals with other British clubs. The first clubs featured will be Aston Villa, Chelsea, Derby County and Southampton.
BSkyB currently has around 4.7 million subscribers to its digital satellite service, although the club-related stations will be targeted precisely to the club’s region and will not broadcast to all Sky Digital customers.
As part of the deal Radio First and BSkyB will undertake joint cross-marketing and promotional initiatives aimed at both listeners and viewers. The stations will also carry Sky News Radio’s news and sports bulletins and other editorial material. Additionally, BSkyB has been issued with warrants to subscribe to 18% of Radio First’s shares at any time during the next five years. Sky is not obligated to provide any funding.
Commenting on the deal, John Aumonier CEO of Radio First said: “This is an important step for Radio First. It not only secures an immediate and fast growing audience for our Fan Radio Network, it gives us a partnership with BSkyB which enables us to broadcast our exciting new digital services via the UK’s largest digital delivery platform. We are now focussed on signing up more leading clubs, both nationally and internationally, and building studio in stadia around the country.”
BSkyB’s chief operating officer, Richard Freudenstein, added: “This is a great bonus for Sky Digital subscribers and football fans alike. Today’s announcement also presents significant advertising and sponsorship opportunities. Our conditional access technology is capable of restricting broadcasts to specific groups of viewers and so allows for highly-targeted messages.”
Radio First: 01273 384260 BSkyB: 020 7705 3000
