Telegraph Group to launch radio “Telegraph Talk”

Posted by Jean Yves Chainon on December 7, 2006 at 1:24 PM

The Telegraph Media Group is planning to launch into national radio, introducing the “Telegraph Talk” format in 2007. This venture into the digital airwave medium inscribes itself in the “byte” cross-media strategy adopted by the Telegraph Group.

The radio station could also serve as part of the Telegraph’s “touchpoint” strategy,announced in September, to reach different types of audiences through different mediums depending on the time of the day.

Telegraph will bid into the second national digital multiplex, which could potentially also interest Channel 4, UBC Media and UTV Radio, among others. The radio station will broadcast 24/7 and the Telegraph aims to compete with the BBC.

“Telegraph Talk” will certainly attempt to incorporate mobile phones and the internet into the Talk format. The radio will also profit from the Telegraph’s prior experience with its integrated newsroom – newspapers, ITV and now the radio can collaborate to produce and distribute content.

Time will tell if the Telegraph’s touchpoint strategy, targeting various audiences through television, newspapers and radio, pays off.

Source: Brand Republic