Commercial radio seeks advertisers for network event

LONDON - The Radio Advertising Bureau is seeking advertisers to support a variation of previous networked programming events such as UK Music Week and UK Radio Aid.

The initiatives involve national and regional commercial radio stations simultaneously broadcasting material in order to reach a bigger audience. The country's commercial stations collectively reach 32m listeners per week.

UK Music Week first ran in April 2006 and was repeated in May 2007, with the involvement of the largest radio groups, GCap Media, Emap, GMG Radio and Chrysalis, and with artists that included The Stereophonics and Amy Winehouse.

While the first event consisted of a single strand of networked programming the second diversified content across five different station genres such as contemporary hit radio and urban.

This year the RAB is stepping up efforts to attract sponsorship, inviting media agencies to put forward clients who would like to get actively involved in shaping 2008's event. Neither of the two previous events were supported by a commercial sponsor.

On the programming side, RadioCentre, the trade body of which the RAB is a part, has invited independent radio producers to come forward with new ideas for this year's event. The search is being co-ordinated by Sony Award winner Francis Currie.

Andrew Harrison, chief executive of RadioCentre, said: "The beauty of the industry pulling together for special events means that individual stations and groups can deliver content together which will have more scale than they would be able to achieve working alone -- the exclusive Stereophonics gig that was broadcast live across the contemporary hit radio network for UK Music Aid is the perfect example."

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