Emap Revamping UK's Heat Radio
July 31, 2007 at 5:46 AM (PT)
EMAP is trying a new tack with its U.K. digital Top 40 radio station HEAT RADIO, the audio version of its HEAT MAGAZINE, dropping traditional spot radio ads and instead selling up to five sponsorship deals in an "exclusive club" that include promotions and other branding aimed at building relationships with clients. The station, offered over digital TV platform FREEVIEW, is also revamping its programming with more celebrity news and user-generated content, with a new studio at the magazine's office for generating content from the magazine's writers.
The changes are being overseen by sister AC MAGIC 105.4/LONDON Managing Dir. ANDRIA VIDLER with HEAT Editor MARK FRITH and will take effect in SEPTEMBER.