Channel 4 Win 2nd UK Digital Radio License

Channel 4’s consortium has won the 2nd Uk digital radio license. The consortium includes Sky News, publisher EMAP, Virgin Radio, Walt Disney and the Carphone Warehouse and will include podcasts and content optmized for mobile phones. Channel 4 will run three of the stations and this reflects the broadcaster’s broader strategy to grow its brand across platforms. Channel 4’s strategy to build content offerings across terrestrial TV, digital TV, digital radio and online is ambitious but is grounded in the fact that it targets a clear target consumer group. It is offensive but also defensive: Channel 4 simply cannot sit back within the confines of a single terrestrial channel whilst its audience migrates towards digital channels. Of course the audience fragmentation is problematic for ad sales, but better for Channel 4 to be a participant in the process rather than a helpless observer.