Classic FM, the national classical music station famed for its reduction of Mozart, Beethoven, Vivaldi et al to three-minute sound bites, is to launch a digital TV channel to coincide with the tenth anniversary of its launch.

But although the birthday itself is on Saturday, no date has been fixed for the channel to go live. “Classic FM TV will happen, it's picking the right moment,” says managing director and programme controller Roger Lewis. “The business plan, the creative plan, it’s all there, it’s ready to go.”

The channel will be free-to-air and funded by advertising. And the entrepreneurial classicists also plan to export their three-minute formula to the next generation of mobile phones – as if mobile users didn’t already get their fill of The Four Seasons!

Data sourced from: BrandRepublic (UK); additional content by WARC staff