Saga plans interactive TV service

Saga Group, the magazine-to-holidays company for the over-50s, is planning to launch interactive TV services.

This week Saga Group began broadcasting its new national digital radio station, Primetime Radio, on the Digital One radio platform.

Saga Group is considering using interactive TV to target its lucrative over-50 audience which, in ten years, is expected to account for 40 per cent of the population.

Saga Group communications director Gillian Ford refused to divulge any details but says: “There will be a number of announcements later this year.” Interactive TV shopping could benefit older people who do not want, or are unable, to go out to do their shopping.

Primetime will broadcast in the autumn on Scottish Radio Holdings’ digital division Score Digital, which has multiplexes in Edinburgh and Glasgow. Saga Group also intends to bid for the West Midlands regional FM radio licence.

Primetime DJs, including David Hamilton, will play easy listening music, and speech programming will be developed over the next six months focusing on leisure, travel, financial planning and consumer issues.

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