Orange to sponsor movie show on digital radio station Oneword

LONDON - Mobile giant Orange is continuing its association with all things cinema by sponsoring the film review show 'Cinemascope' on digital radio station Oneword.

The deal, brokered by Initiative, will see Orange carry on its association with film started by its "Orange Wednesday" two-for-one cinema promotion last year.

The Orange/Oneword partnership will include cross-promotional content, linking the 'Cinemascope' programme with the Orange World Wap and internet portal.

Jonathan Barrowman, head of radio at Initiative, said the deal was an opportunity for Orange to build a communication property in digital radio.

"Orange gets an exclusive ad-free environment in which to develop brand communication and Oneword gets association with customers of the most dynamic mobile phone brand in the country," he said.

Oneword, the only national commercial station dedicated to books, films, plays and comedy, currently broadcasts across DAB digital radio, Freeview, Sky, NTL and online.

Over the past year, the station has almost doubled its listeners to reach more than 112,000 people.

Channel 4 recently bought a 51% controlling stake in Oneword from UBC Media for £1m. UBC owns the remaining 49% stake and is working with Channel 4 to develop the station.

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