Radio Brand Extensions ~ Radio-Recap

Oct 2013  Radio News RadioWorks Blog

Capital XTRA joins a growing list of station spin-offs. Only two weeks ago we saw Radio Caroline announce Caroline Extra, in August Jack FM launched Jack FM 2 and earlier this year Kiss announced two new stations: Kisstory and KissFresh.

Other stations have enjoyed success with their own spin-off brands for a while now. In particular, Absolute Radio has a network of brand extensions including the UK’s biggest digital-only commercial station, Absolute 80s. Interestingly, the station used to be called Absolute Xtreme, and before that under Richard Branson’s ownership it was titled Virgin Radio Xtreme.

Brand extensions are a great way for stations to harness well-known brands and offer a different product to not only new audiences but established ones too. It’s all about expanding reach, brand equity and awareness, but at the same time the increased output and variety is great news for listeners.

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