'No spot ads' on Emap's 'Heat' radio

Emap Radio's new-look Heat radio service will launch in September with no traditional spot advertisements.

The station will offer advertisers a selection of sponsorships, promotions and ad-funded programming in what Emap says is an "emphasis on relationship-building rather than the traditional 'telling and selling' model."

Karen Stacey, Emap advertising’s director of interactive and radio sales, said: "As advertisers try to connect with their consumers at a deeper level it will become increasingly more important to innovate in product and content: delivering opportunities for advertisers to build loyalty and trust. With Heat radio, we will be delivering Heat in a more holistic brand-led way, giving advertisers the opportunity to build deeper relationships with greater cut through."

Heat radio is a predominantly music-based station but will soon have live breaking news, listeners reporting in their “spotted” celebrities, celebrity 'takeover' shows, user generated content and live events.

Andria Vidler, managing director of Magic 105.4, who has been leading the Heat radio team, said: "We began with a new way of looking at our brands and how we could collaborate better across the different parts of Emap. So why not start with one of the biggest – Heat? We have stopped thinking in terms of siloed radio brands and more in terms of 360 degree brand relationships."

A new radio studio is being built within “Heat towers” to enable the magazine’s journalists to work hand-in-hand with Emap’s radio experts via creative content hubs, producing a sound more in-tune with the magazine.

Vidler said: "Consumers tell us they want more Heat and advertisers tell us they want more Heat, so we have created a true media first: a radio station that offers total flexibility to create content that listeners want and the flexibility and cut through that advertisers want."

Heat radio is available via DAB digital radio and online and via Sky and Freeview. Currently the station has 224,000 listeners every week.

Next year Emap will launch Closer Radio, an extension of Emap’s woman’s weekly Closer magazine, on the second national digital multiplex won by 4 Digital.