Austereo’s new digital station comes in any colour you like as long as it's Pink | radioinfo

Austereo’s new digital station comes in any colour you like as long as it's Pink

Tuesday 28 April, 2009
Pink - gets her own radio station

Following the launch of it’s first dedicated digital station, Radar, Austereo has announced Pink Radio, an all-new digital station dedicated to playing Pink songs and all her favourite artists 24 hours a day, but only for a limited time.

The station has been launched to celebrate Pink’s Funhouse Tour – the largest music tour ever in Australia.

The station will play Pink songs, supported by interviews with Pink by the Today Network’s Kyle and Jackie O and Hamish and Andy and songs from her favourite acts.

Pink Radio will only exist for three months and is supported by Optus, one of the official Pink tour sponsors. Austereo and Media Agency MPG have worked closely together in the development of this media first.

Aimee Buchanan, MPG’s Client Service Director said "We saw this brief as the perfect opportunity to trial new platforms and extend the Pink sponsorship beyond traditional channels. If offered us the chance to trial digital radio for the youth segment with a compelling message and product."

Austereo head of digital strategy Jeremy Macvean, says,

“Digital radio allows us the flexibility to create unique formats to meet the desires of our audiences and our clients. For three months it’ll be Pink Radio - then it could be something like U2 radio, as we did with Triple M, or Footy Finals Radio.”

Listeners will be able to access Pink Radio online at the Today Network radio station websites and the Optus Recharge Live Large website from Monday 4 May and phased rollout on DAB+ digital radio.

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