Brookside hits national radio

Brookside makes its debut as a national radio soap next week when a version of the Channel 4 soap breaks on commercial radio. The hunt is under way for a sponsor.

“Brookside: the radio series” will be broadcast to approximately 95 per cent of the UK’s commercial radio audience through deals struck with more than 30 stations, including Atlantic 252.

Three 90-second episodes a day will air for two weeks from January 17 in the run up to January 30 when on Channel 4, the discovery and exhumation of Trevor Jordache’s body from beneath his wife’s patio is covered in five episodes on consecutive nights.

However, while the Liverpool soap’s radio foray is in part designed to promote the TV storyline, it is also intended as a pilot to full-scale launch of the soap on radio 52 weeks a year.

This could happen as soon as April, providing a sponsor is found, according to Lin Glover, joint managing director of Glover Langford Lynds, the radio consultancy appointed by Channel 4 to develop the deal.

“Three potential sponsors are now seriously in the frame. We expect to close a deal in the next couple of months. But even if we don’t, there are contingency plans. Channel 4 really wants to see this as an all-year-round radio series,” she says.

It is the first time a TV drama will have been adapted as a radio series, although Channel 4 did run a short test on one station two years ago when edited highlights were broadcast on Liverpool’s Radio City, sponsored by Warburtons.

But this time, the treatment is a real programme and tailored for radio, says Channel 4 marketing director Wendy Lanchin.

* Channel 4 is spending a total of £400,000 promoting the Jordache plotline. The promotion includes a national 48-sheet poster campaign.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here