Dixons to pull the plug on in-store radio programme

Electrical retailer Dixons will axe its in-store radio next month, when its contract with provider Immedia comes to an end.

Immedia provides the Dixons Live station in 200 of the retailer’s 220 stores nationwide – but the station will go off-air when the stores close on Christmas Eve.

The retailer has announced the end of the contract as part of a wider strategic marketing review.

Immedia, run by former Radio 1 DJ Bruno Brookes, is the UK’s biggest in-store radio provider and runs branded stations for retail chains as well as Impulse Live, which is broadcast across several brands including Texaco and Spar.

Earlier this year, Immedia appointed Unique Media Sales to handle its advertising as part of the company’s expansion plans. The deal coincided with an announcement that Nestlé Rowntree had signed up as the exclusive confectionery advertiser on Immedia’s Impulse Live station, which is broadcast in convenience stores including Spar, Texaco and Londis.

The deal with Nestlé, which runs for a year, is the first exclusive contract Immedia had signed with an advertiser.

Last November, Immedia floated on the Alternative Investment Market in order to raise £5m to support its expansion plan.

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