Classic FM signs the Pru for programme funding

Classic FM, the GWR-owned national commercial station, is launching its first advertiser-funded programming with insurance company Prudential. The deal will also include advertorials about the importance of financial planning.

Composer’s Notes will be a series of hour-long shows about composers’ lives and their financial situations, and will include a showcase of their music. The Saturday evening show, which will start a 26-week run on April 17, will cover a range of composers including Mozart and Haydn. John Suchet will present the programme.

The Pru brand director Angus Maciver says financial services is often seen as a dry subject, but the partnership with Classic FM offered the brand the chance to talk to it listeners about financial services in a more interesting way.

The advertorials, which will support the show, will compare contemporary society with tales of composers’ lives to show how important financial planning has been throughout history.

Advertiser-funded programming is expected to become more prevalent on radio stations this year as advertisers look to build on the success of sponsorship and promotional deals with stations. Composer’s Notes has been created for Classic FM by content specialist Drum PHD.