Xfm goes on tour to widen its audience

Xfm, Capital Radio Group’s London-based alternative music station, is embarking on a six-month tour of the country, starting with a month-long stint in Glasgow. The aim is to attract listeners to DAB digital radio but also comes ahead of the launch of several analogue FM licences across the UK.

The station will set up trial broadcasts in five other major cities using restricted service licences. It is not clear which other cities the station will be visiting, but they are likely to be areas with a high student population. The tour is being supported by technology company I-Tech, which has produced an Xfm-branded DAB radio. It will be on sale from mid-November.

The trial broadcast in Glasgow starts on November 17, and will include live broadcasts from the city including Lauren Laverne’s drivetime show from Monday November 29 and Richard Bacon’s Friday show. He will broadcast live from the city on Friday December 3.

Three live events will support the tour. They will showcase the variety of music that the station plays. Xfm is also running a competition to find a local DJ, who will present an hour-long show.

Xfm head of marketing Charlotte Soussan says that there is a gap in the radio market outside London for a station that plays new music, and the tour aims to promote both Xfm’s content and the platforms that it is available on.

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