Absolute to launch 'red button' service

Absolute Radio is planning to launch a new Red Button-style digital radio service offering live music and football coverage.

Named Absolute Radio Extra, the service will broadcast an average of ten hours of content a week nationwide on the digital audio broadcasting (DAB) platform.

Launching on August 14, the station will be specifically used for coverage of special events, such next month's V Festival featuring the likes of Kasabian and Kings of Leon.

Absolute Radio Extra will also be used to broadcast live commentary from Absolute's 32 newly-acquired Premier League games for the 2010/11 season.

The service will further carry new and exclusive content from Absolute's DJ lineup, including Christian O'Connell, Dave Gorman and Frank Skinner.

In a statement, Absolute Radio's chief operating officer Clive Dickens said: "The further audience takeup of digital radio needs to be encouraged by exciting unique, exclusive content and appointments to listen to.

"Football, comedy and music are a terrific embodiment of what Absolute Radio stands for - Absolute Radio Extra will offer an exclusive and dynamic national service to complement the existing family of Absolute Radio brands."

Absolute Radio's existing portfolio of digital services includes Absolute Radio, Classic Rock, Absolute 80s, Absolute 90s and user-controlled station Dabbl.