Chris Evans, the British celebrity radio DJ, will present his latest show for BBC Radio 2 on Christmas Eve before moving on to Virgin Radio, where a pioneering deal with Sky means the commercial station will air his new show without any commercials.
Wireless, owner of Virgin Radio as well as around 30 commercial radio brands in the UK and Ireland, said in a report that the partnership between Virgin Radio and Sky will allow listeners to have âthe same uninterrupted audio experienceâ as listeners to Evans’ popular Radio 2 show.
In a partnership that it called “groundbreaking,” Wireless explained that Sky’s sponsorship of the Chris Evans Breakfast Show, which launches January 21, will be used to create branded content, competitions and events for the. program.
âSo much has changed in broadcasting since I was last on Virgin Radio that now, thanks to Sky, we can do the show without commercial breaks,â Evans said in the statement.
He also has told the BBC, where he’s worked at Radio 2 for 13 years, that âso many people are advertising everywhere. You turn on your phone and there is an advertisement â.
âThere are so many of them now that we kind of get numbed to them, and so if you actually turn your business partner into a storytellerâ¦ we’re trying this thing, it’s never been done before, it’s pretty revolutionary. “
Roy Martin, editor-in-chief of RadioToday, said of Virgin’s plans: âThere have been many attempts by commercial radio stations to ditch ads for sponsor credits in the past, including radio stations. whole, but nothing on this scale.
“It’s a bet that will probably pay off for News UK [the parent company of Wireless], especially if BBC Radio 2 listeners, who are not used to advertising breaks, follow him on Virgin.
Listeners to the new show will be judging whether Sky’s content sponsorship works or not, but earlier this year ARM reported on the success Wickes, the home improvement chain, has had with its sponsorship of the Breakfast Show d ‘Absolute Radio.
According to a presentation given at the Radiocentre annual conference, the company’s sponsorship increased brand awareness among two distinct audiences and generated double-digit ROI.
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From Wireless, BBC; additional content by ARM staff