Global launches national urban music station

Global is claiming the “largest brand extension in commercial radio history” with the launch of national urban dance music station Capital Xtra to take on the likes of BBC Radio 1 Xtra and Bauer’s Kiss FM.

Capital Xtra Logo

The new station, carrying the strapline “DANCE.URBAN.UK”, will launch this Monday (7 October) on DAB digital radio and on FM radio in London.

Capital Xtra supersedes Choice FM, Global’s current urban music platform, which is currently only limited to London and has a weekly reach of 808,000, according to the latest Rajar figures.

The launch will be supported by an integrated marketing campaign, website, and mobile and tablet apps – although advertising activity and creative has not yet been confirmed.

Global has invested £1m in the station, which includes signing up presenters such as Tim Westwood, Craig David and Avicii.

Urban music stations performed particularly well quarter on quarter in the three months to June this year, according to Rajar. Kiss increased its weekly audience by nearly 25 per cent to 2.01 million listeners in the second quarter of this year, while BBC Radio 1 Xtra’s grew its listeners by 11.4 per cent to 1.11 million.

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