A new digital radio network aimed at Britain’s under-16s is to be set up in a joint venture between Walt Disney Company and Capital Radio.
Co-branded Capital Disney, the new station will be distributed via Capital’s Cube digital network, as well as on the web and mobile phones. The duo are also applying for an analogue licence in the East Midlands.
The network, say the two companies, will have a potential audience of around 25 million. They believe the ten-to sixteen age group – some 92% of which listens to the radio every week – will represent a “major force in driving the take-up of digital radio in the UK.”
Hitting the airwaves in the next few months, Capital Disney will enjoy promotion on Disney’s film, video and TV platforms as well as at its theme parks.
News source: BrandRepublic (UK)