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Capital Disney Goes Live!
The British radio network is undergoing a new digital revolution. As the FM stereo spectrum has been fully utilised, broadcasters needed to turn to new technologies in order to continue developing new stations. The new system allows for CD quality sound and a greater number of stations.
This has afforded both national and independent broadcasters the opportunity to begin offering niche stations in the marketplace. Prior to this change, the FM spectrum was so valuable and limited that there was very little innovation and individuality about the stations available. Many stations covered the Top 40, others classical, others news and current affairs. However, it is only with the advent of digital radio (DAB as it is referred to in the U.K.) that networks can offer specifically targeted product, such as the BBC launching an Asian Radio Network and BBC7, a station devoted to comedy and drama.
One of the most successful independent broadcaster in the world is London-based Capital Radio. The station is currently available on 95.8FM in the Greater London region and is the most listened to commercial station in the world. Millions of Britons tune in to hear Chris Tarrant (the popular host of the original "Who Wants to be a Millionaire?") each morning. Capital also owns a series of regional stations in most major cities around the U.K. offering the same Chart music fare with a local emphasis on news and traffic.
Capital also is a partner in one of the "multiplexes" on the digital spectrum. The British government auctioned off selected sections of the available frequencies, that had the capability of carrying multiple channels, to bidders based on the value of the multiplex and the type of programming that the bidder wished to carry. Most have opted for more specific and niche programming, as an alternative to that current available on the FM spectrum.
This led to the announcement that Capital intended to partner with the Walt Disney Company to offer the first ever radio channel exclusively for children to be called Capital Disney. This was to have a wider target audience that the pre-teen to early teenagers that the Radio Disney network in the United States. Capital Disney was designed for both girls and boys and to include teenagers. The station intends to be heavily influenced by listener tastes, using online feedback and interactive forums at www.capitaldisney.co.uk. The site features playlist options, message boards and competitions.
The type of music was to be Chart fare, mainly pop from the likes of N*SYNC, the various Pop Idol (the original U.K. version of American Idol) winners and runners-up and boy bands that dominate the charts at present. Capital Disney also intends to focus on the world of entertainment and offer light-hearted learning. In addition, there are plans to use other media platforms, such as cell phones due to their popularity amongst British kids. The Capital Disney network will broadcast to a potential audience of 25m people. The station went live on Saturday October 12 2002.
Likewise, the speech programming content is designed to be fun, exciting and engaging with regular bite size packages on specific subjects such as movie and technology reviews, "How Things Work", "Action Sports" updates, "Who's Your Hero" profiles, comedy features and "Need to Know" news bulletins, with Disney Channel presenters hosting key shows at breakfast, after school and evenings.
At present, few of the branded electrical manufacturers, such as Sony, Matsushita (Panasonic) and Hitachi are offering DAB receivers. The in-car digital radio system from Sony currently retails for $1500. However, most intend to launch new portable, home and in-car DAB units during this year. One company has manufactured and marketed a budget DAB home radio with built-in speaker for just $150, which was one of the "best sellers" this past Christmas, with many retailers selling their entire stock in the run-up to the festive season.
Capital Disney can be heard in the U.K. through DAB and via the website www.capitaldisney.co.uk.
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-- Lee MacDonald
Lee MacDonald is a World Disney traveler spending over 6 weeks at the four Resorts each year. Lee lives in London, England and is a Corporate Restructuring specialist with a Big Five accountancy firm and so relishes his time away from work! Lee can be contacted by email at [email protected].
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The opinions expressed by Lee and Lindsay, and all of our columnists, do not necessarily represent the feelings of LaughingPlace.com or any of its employees or advertisers. All speculation and rumors about the future plans of the Walt Disney Company are just that - speculation and rumors - and should be treated as such.
-- Posted January 23, 2003