Virgin ‘first’ to broadcast radio through WAP mobiles

Virgin Radio claims to have developed the world’s first station content that can be accessed through a mobile phone using wireless application protocol (WAP) technology. Listeners on the move can access details of advertisers, with telephone numbers and links through to advertisers’ own WAP and Websites.

They can also access games, competitions and the current playlist, as well as buying music by accessing the site at

Virgin Radio acting sales director Lee Roberts says “Last year, Virgin Radio was the world’s first broadcaster to examine the potential of radio broadcasting through broadband mobile technology.” This led to trials in conjunction with Ericsson.

“Developing a consumer WAP site allows us to move one stage closer to complete listener involvement. Listeners on the move can now respond to an ad they hear on air, immediately, from their mobile phone. The opportunities that it offers for enhancing call to action are immense.”

WAP is the new standard that allows mobile phones to access and interact with information and services on the Internet. Phones which currently have the facilities to access WAP include the Nokia 7110 and the Siemens S25.

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