Capital Radio has clinched a deal with The Walt Disney Company to
create a co-branded digital radio network aimed at children under
16.
The venture marks a UK first for Disney, which until now has not
extended its world-famous brand into radio.
Capital Disney will broadcast on Capital's existing three 'Cube' digital
stations in the North East, West Midlands, and South Wales.
The station will also submit an application for the East Midlands
analogue radio licence, which is currently available.
The partners plan to build the stations over time and hope that the
young target audience will help drive the take-up of digital radio.
The station, which is expected to launch later this year, will be
cross-promoted by Disney on its TV channels, films and videos, and
through its theme parks.
Children under 16 years old represent 19% of the UK population and 92%
of ten- to 16-year-olds listen to the radio each week. Some 71% of these
listen to commercial stations.
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