Denmark: VLR launches new nationwide DAB+ private radio station
Danish media group JFM has launched its fourth nationwide radio programme. For the rest of the year, the Christmas station VLR Jul will be broadcast on this channel. VLR is scheduled to go on air nationwide from 1 January. The station started as a local radio station in Vejle, but is now JFM's soft adult contemporary station with a format specially adapted for listening in the workplace. The expansion of VLR is part of JFM's investment in digital audio. ‘The future is digital. Most people choose FM, but there is strong digital growth. In five years, we have gone from zero to 45 per cent digital listening. Behind this development are DAB and listening via apps,’ says Søren Bygbjerg, head of JFM Lyd. VLR Jul is broadcast via the nationwide DAB+ network for commercial radio (DK DAB1).
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