C4 Radio to partner with Universal Music for radio bid

by Mark Banham, Brand Republic 20-Jun-06, 09:00

LONDON - Channel 4 Radio has signed a deal with Universal Music for the record company to become a strategic partner in the television company's application for the new national DAB multiplex.

The network announced in January its intention to lead a consortium to bid for the new national digital radio multiplex, which is expected to be advertised by Ofcom at the end of 2006.

Universal, one of the world's largest record companies, will provide content for the station, but will also work with Channel 4 Radio to identify new opportunities for music exploitation on digital platforms, new radio and music formats, cross-promotion and content exploitation across the new multiplex.

The record company will work direct with artists to get their input on how music radio can help develop new talent, and break new acts in support of Channel 4 Radio's application.

Nathalie Schwarz, director of radio at Channel 4, said: "We have always said that music programming will form a key part of our plans, and partnering with Universal Music is an enormous measure of support from the music industry.

"Digital technology offers the music industry some incredibly exciting opportunities but it needs to act now to embrace this change. We want to give control back to the people that matter, the artists and listeners -- people with a passion for music -- to create really ground-breaking music programming."

Universal Music artists include Keane, Scissor Sisters, The Feeling, Razorlight, Mark Knopfler, Snow Patrol, Elton John, Van Morrison and U2.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.