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Info Radio on Sky 'hidden gem' despite Bauer
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Info Radio on Sky 'hidden gem' despite Bauer - 31-May-2009, 10:10

Radio on Sky 'hidden gem' despite Bauer

By James Welsh

Ed Hall, chief executive of Canis Media, a leading TV channel broker that specialises in the trading of EPG positions, has told Digital Spy that Bauer's decision to pull radio stations including Smash Hits and Q off the Sky EPG is an opportunity for other radio broadcasters to join the platform.

Hall explained: "There are many local, community and internet radio stations that simply cannot afford analogue AM/FM licences or DAB digital capacity, and I think the Sky Digital radio EPG is a great place for national distribution for stations such as these. The relatively low cost of broadcasting on Sky, coupled with very reasonable, and regulated, platform charges make it worth consideration.

"If ITV or Channel Five decided to remove their TV channels from the Sky EPG, it would suddenly create massive audience growth opportunities for niche broadcasters. I think thats rather unlikely, but the same is true now on Sky Digital if you broadcast radio. With fewer big stations there will be more audience for the smaller stations.

"Whilst I have no doubt that there are cost savings to be had in not being on Sky Digital, for radio stations looking at their digital strategy for the future, 10 million homes is not such a bad proposition to secure a national audience at a low cost per household."

Canis was recently appointed to sell the broadcast assets of Zee Radio.

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