From today listeners can log on to the Smooth Radio website to sign up to its new dating proposition, which has been developed through a partnership with dating software provider WhiteLabelDating.com.
Smooth Radio Dating will be followed by Smooth Radio Travel, Smooth Radio Wine Club, the Smooth Radio Music Store and a more general Smooth Radio Offers section. GMG Radio will generate revenue from the services.
A spokeswoman for GMG Radio said the direct retail services will aim to enhance listeners’ experience of its brands through partnerships with content providers and will focus on providing products and services of interest to their target markets.
In order to make the most of partnership opportunities, Phil Barton-Ancliffe, currently agency digital sales manager at GMG Radio Solutions, has moved with immediate effect to the role of enterprise manager to lead the development of commercial partnerships.
Barton-Ancliffe will continue to work on growing digital revenues through the development of integrated solutions. He will continue to report to group head of digital Richard Lucas.
Jonathan Gillespie, group commercial director at GMG Radio, said: "This provides great commercial opportunities for brands to engage with our listeners in areas which we know they are interested in, in an environment that they trust.
"It will provide both new revenue streams and targeted retail offers which will enhance the brand experience for our Smooth audience. We intend to roll out similar services regionally for our Real stations in the near future."
A spokeswoman could not confirm what services will be offered to Real Radio brands but said they would follow in due course.
Last week GMG Radio, part of the Guardian Media Group, announced it was looking to sell off its Scottish Rock Radio station and rename its Manchester-based Rock Radio as Real Radio XS.
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