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Chrysalis Radio is pledging to install digital radios in hundreds

of black cabs if it wins the digital licence for London.

The company is already testing the scheme, having installed a radio that

only plays Heart 106 in a London taxi.

When the cab door swings open, the radio automatically starts

broadcasting the station and switches off as the customer leaves.

Passengers have the freedom to adjust the volume from the back of the

cab.

Chrysalis negotiated the deal with Taxi Media and has also paid for 50

taxis to display the Heart 106 logo.

If the trial run proves a success, Chrysalis intends to install digital

radios in hundreds of cabs across London once it has secured a digital

licence for the area.

Chrysalis has applied for the second digital multiplex as part of a

consortium called MXR with radio groups Border, Soul Media and the Daily

Mail Group.

The successful applicant will be announced this May.

Miriam Nevill, Heart’s brand marketing and promotions director, said:

’Heart is a central part of London life. Listening to the station while

travelling around one of the most exciting cities in the world is

ideal.’

Separately, Chrysalis has signed a cross-promotion deal with HMV. Galaxy

FM listeners will hear tracks that are available at HMV. The CDs will

then be played in Galaxy-branded areas of the stores.