TalkSPORT Launches Branded Radios To Drive Listenership

Sports radio station talkSPORT is to launch branded digital radio sets through high street retailer Currys, in an effort to boost its profile and drive audience figures.

The station will now provide 20,000 of the branded PURE DAB digital radios, which feature new ‘Intellitext’ technology allowing listeners to access news headlines, sports scores and traffic information on-demand.

The technology uses the radio’s built in display, and stores all data on the radio set itself, so that if a if a listener misses an important football score, they can scroll back and find it quickly.

The talkSPORT branded radios will be the only digital sets to carry the Intellitext service until after the World Cup tournament has completed in July.

Explaining the branding exercise’s significance, talkSPORT business development director Calum Macaulay, said: “This deal increases talkSPORT awareness, driving listenership and loyalty to the station. Throughout the World Cup, it will attract more listeners to talkSPORT – the only UK commercial radio station with broadcasting rights to the FIFA World Cup 2006 – as they will be able to receive the latest news and scores.”

The radio sets will go on sale this Friday, costing £49.99.

The practice of branding DAB radios by stations is not unique to talkSPORT however, with London-based Xfm launching its own-branded equipment last year (see Capital To Boost Digital Radio With X-fm Branded Sets).

The indie music station, owned by GCap Media, launched the line of branded radios to appeal to its audience of young listeners, and drive uptake amongst national audiences.

talkSPORT: 020 7959 7800 www.talksport.co.uk