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Chrysalis Radio is jumping on the WAP bandwagon with plans to

launch a mobile phone service at the end of this month.

The company will trail the WAP service, which allows listeners to access

Heart 106.2’s online services via their mobile phones.

The initiative follows close behind Virgin’s launch of a radio mobile

phone service two weeks ago, also using the WAP technology (Media

Business, 6 March.)

Chrysalis’ version is called Personal Offer and is backed by

Motorola.

Personal Offer will provide a range of interactive options. For example,

listeners will be able to call the station to receive information about

songs they have heard, select music clips and buy albums from Boxman,

the Chrysalis online music retailer.

Chrysalis Radio Online has launched seven websites to date, including

the Heart FM and Galaxy FM sites. If the trial proves successful, the

mobile phone service will be linked across every site.

The trial will be used to test response to advertising as well as to

promote events and pop concerts.

Phil Riley, chief executive of Chrysalis Radio, said: ’Interactive

communication is going to play a central role in the future of

broadcasting. Radio and telecommunications are closely linked and this

will be the first of many ventures.’

Paul Goode, e-commerce business development manager for Motorola,

commented on the WAP initative: ’The mobile internet is the perfect

complement for broadcast media such as radio, by providing a

personalised source of related information for consumers.

’By expanding internet access beyond PCs to mobile phones, broadcasters

can extend their services to a greater number of listeners and can offer

advertisers a richer medium for direct response promotions.’