British publishing and radio giant Emap has unveiled plans to reincarnate one or more of its successful magazine titles as new radio brands - the first in line being its bestselling FHM monthly whose appeal lies mainly below the male waistline.

The company is mulling the launch of FHM Radio whose programming policy would largely emulate that of the print title - though some observers are puzzled as to exactly how the mix of boobs, booze and bums will translate in radio terms.

Says Shaun Gregory, managing director of Emap's national radio brands division: "We have been looking at [such a move] for some time, but we have to get it right."

Emap currently commands around 60% of the UK's commercial digital radio audience, an increasing segment of which accesses radio via TV receivers - thanks to the runaway success of the BBC's Freeview digital TV and radio platform.

Gregory is eager to accelerate this trend as it extends the reach - and advertising potential - of Emap's local radio stations to full national coverage.

Data sourced from Financial Times Online; additional content by WARC staff