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Cridland: Capital - Taylor's Version

10.06.2024 - United Kingdom United Kingdom

In the UK, national CHR station Capital has launched an additional channel, Capital (Taylor’s Version). It’s available on broadcast radio (DAB), and online via the Global Player. It ties in with Taylor’s tour of the UK (Edinburgh, Liverpool, Cardiff and London) which are going on over the next few weeks. I tuned in and listened for a few hours (thanks to having a daughter squarely in the target group); she was thrilled that there was an entire radio station dedicated to Taylor Swift, and enjoyed listening in the car. Excellently programmed, it encapsulates what every young girl loves about Taylor Swift; and once more shows the power of a flexible transmission platform like DAB, which can ably cope with pop-up, temporary stations like this. It also means that Capital will own Taylor Swift’s fans this summer: a perfect piece of marketing for the station, and an on-ramp for new listeners. Most impressive.

(James Cridland) Read more