Levi’s to launch radio station through Ginger

Ginger Media has launched a contract broadcasting division and signed up clothing company Levi’s as its first customer.

As a result of a partnership between Virgin Radio and G1, both owned by Ginger, Levi’s has its own radio station: Global Sound Kitchen.

The station, which has a dance format, is broadcast globally through the Internet, on short-wave radio and on cable TV through Astra.

Iain Jacob, client services director of Motive, Levi’s media company, says: “Music is a major motivator for Levi’s target audience. This is basically like a pirate radio station.”

Virgin Radio’s acting sales director Lee Roberts, who will head the new venture, says: “We are a media company and think the future of radio is about being a player on the Net.”

Roberts adds that Ginger sees Net radio “coming into its own,” when the next generation of mobile phones comes on the market in 2002. With these mobiles, consumers will be able to download music and radio from the Net, which will eventually replace personal stereos.

Ginger has confirmed it is to develop more broadcast concepts jointly owned by itself and clients.

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