We will offer a distinctive range of new national radio services, which will attract a broad range of audiences – from mainstream to niche, minority groups to children – in both music and speech.
Our partnership includes the leading commercial radio operators in the UK, as well as introducing brands new to radio. We are committed to exploring fresh ways of engaging communities, young people and under-served audiences with the benefits of digital radio. We will provide opportunities for independent producers to create content for new audiences, for music talent to find a new fan base, and for the UK’s creative industries to grow.
In addition, we will offer much-needed strong national radio brands to UK advertisers, which will give commercial radio a new lease of life. All the main UK buying agencies have expressed support for our bid.
Our plans are based on solid evidence, which includes extensive qualitative and quantitative research amongst more than 14,000 adults across the UK. Systematic analysis of speech programming and musical genres on the existing commercial national digital multiplex reveals that our offer will greatly extend the range of content currently available to UK audiences, appealing to a wide variety of tastes and interests.
All the evidence points to the fact that if radio is to prosper it must change the type of programmes it produces, grow the range of services it offers, and, most importantly, develop a new quality of relationship with a demanding and diverse audience. It must use the possibilities of digital technology to create opportunities for interactivity, engagement and specialist services that integrate easily with the online world.
The BBC has steadily increased its share of radio listening and it dominates the radio market with 86% of all listening to national speech radio. In a pluralist and democratic society, citizens and consumers should be able to enjoy a viable alternative to the BBC, with in-depth news and current affairs, dramas, comedy and documentaries.
4 Digital Group will offer 10 diverse national radio services, creating real choice through carefully targeted programme streams and which, taken together, will reach the maximum audience. In our research, more than 80% of all adults liked three or more of these services, demonstrating the wide breadth of the appeal of our bouquet. All of our services are exclusively committed to the 4 Digital Group Multiplex.
More information about the 10 national radio services that the 4 Digital Group will offer can be found in The services section.