Capital relaunches sites to get closer to local audiences

LONDON - Capital Radio Group is redesigning the websites of its seven national radio stations as part of its continuing effort to boost audience share.

The websites will expand their content to include information about each station's local area, such as entertainment and local event listings. They will also carry new features such as microsites, which were previously unavailable.

The first website to be relaunched is for the company's London-based flagship station Capital 95.8 FM, which goes live on Monday August 18. The station has been undergoing an overhaul of its music policy to help it better reflect the tastes of people living in the capital city.

The station had previously relied on chart pop music, but as audience numbers dwindled, the network accepted that its playlist needed to include more urban music.

Capital will then roll out relaunched sites for in the Midlands; in Wales; ; ; ; and .

A spokeswoman for the company said work would continue over the coming months.

"The websites will remain in development over the coming months, while the design and editorial teams expand the amount of local content featured and build relationships with local listings and information partners so that Capital FM websites will serve as an entertainment and information resource for each station."

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