BBC pushes digital radio take-up with 1Xtra microsite

Emily Booth,

January 21, 2004

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1 minute

BBC pushes digital radio take-up with 1Xtra microsite

LONDON - BBC's black music station 1Xtra has launched a microsite to raise awareness of the benefits of DAB digital radio.

The has been created by magneticNorth. It forms part of a wider initiative by the BBC to drive listeners to digital radio.

1Xtra forms part of the BBC's digital broadcasting portfolio and is available through DAB radio, the BBC website or through digital TV.

Chris Conlan, account director at magneticNorth, said: "The site uses a design style and tone of voice that talks to a young urban audience. It makes extensive use of interactive sound effects and graphics to engage the user and explain what DAB digital radio is and how they can get it."

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