DTI makes commercial radio debut with Classic FM show

The Government is launching its first advertiser-funded radio programme, to support an initiative that encourages UK small businesses to use new technology.

The Department of Trade and Industry (DTI)-led UK Online for Business initiative has teamed up with Classic FM to launch a series of e-business stories offering information on the use of the internet for small and medium-sized businesses.

The two-and-a-half-minute pieces will form part of an eight-week series, presented by comedian Tony Hawks, on Classic FM. The programmes will run each weeknight during Classic FM Newsnight, with a summary featured on the following day’s breakfast programme.

Each of the programmes will focus on an e-business issue such as broadband or video conferencing, including an e-business case history, also featured on the UK Online website.

The idea was developed by Sponsorvision, the specialist programme-led marketing agency best known for creating the “Chocolate Street” for Cadbury’s sponsorship of Coronation Street. The agency was appointed by COI Communications earlier this year after a four-way pitch.

Liz Grant, director of UK Online, says: “The Classic FM campaign is an interesting means of encouraging small and medium-sized businesses to consider e-business issues.”


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