MXR refits its radio sites for digital drive

Emma Rigby, Revolution UK 24-Oct-05

The UK's regional digital audio broadcasting (DAB) consortium MXR has relaunched its web site portfolio, supported by an online marketing campaign.

MXR markets stations such as Chrysalis, Heart, Galaxy, GCap Media XFM
and Classic Gold. It unveiled the revamped sites to raise awareness of
both the stations and digital radio itself.

At GetDABdigitalradio.com and Buydigitalradio.com, users can click on

logos of all MXR-represented radio stations to listen to them online or

link direct to the stations' sites.

MXR aims to drive radio sales with links to all its retail partners on
the sites, including Currys, Dixons and John Lewis.

On each page, users can click to products, price-check lists, stockist
lists, a browser button and a navigational toolbar. Products sold by
each shop are highlighted and change weekly.

MXR Digital's shareholders include GCap Media, Chrysalis Group and
Guardian Media.

Diane Wray was promoted to managing director of the consortium in
July.

Previously marketing director, she has worked at MXR since 2001 and has
been responsible for driving consumer take-up of the medium. There are
now over 1.5 million DAB sets in UK homes.