13 Oct 2010 |
Smooth Radio Goes NationalWritten by October Newsletter |
Smooth Radio Goes National
Regional radio brand Smooth Radio went national on October 4th, delivering digital coverage to the whole of the UK. Reaching 2.8 million listeners a week, the new national station is now Britain's second largest behind Classic FM - and the first real competitor to BBC Radio 2. Targeting up-market listeners aged 45 and above, the Smooth brand's six existing FM licences (North West, North East, East & West Midlands, Glasgow and London) are joined by digital broadcasts on DAB, DTV (Sky, Virgin, Freeview and Freesat), as well as through mobile and online channels. Under the strap line 'love life, love music' the brand also recently embarked on consumer communication activity, with a combination of regional TV and outdoor advertising. MEC Opinion: Smooth Radio 'going national' is certainly a welcome development in the commercial radio market, offering a viable national alternative for listeners and advertisers to BBC Radio 2. However, while the newly formed network is keen to maintain its regional credentials via news, sport and travel, live opportunities for regional advertisers will sadly no longer exist - with output syndicated nationally out of London. Traditional pre-recorded spot airtime and sponsorship will continue to be available though, both regionally and now nationally.
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