Emap announces red button services

Six of Emap's bouquet of digital radio stations on Freeview will begin transmitting 'red button' interactive services shortly.

Kiss 100, Smash Hits, Kerrang!, Magic, Q and The Hits will all begin operating interactive services this month, it was confirmed to Digital Spy on Wednesday.

The interactive service will include "multiple pages of information and promotions," and will include a mini-EPG system that will enable users to switch between Emap stations.

Andrea Kilbourne, managing director of Emap Interactive, said: "The way people listen to radio is changing. By offering enhanced radio services, we are adding a new dimension to the way people can interact with their favourite radio services. It also gives advertisers a completely new way to actively reach new national audiences."

Advertisers are already in talks with the media group about obtaining promotion space on the service.

Once the service goes live, users who tune to an Emap station with red-button interactivity will be presented with a branded screen showing instructions on how to access the interactive service. In the future, a scrolling DLS (dynamic label segment) containing programme information will be added.

Adam Bullock, Emap Advertising’s Head of Broadcast Innovation, said: "This new service adds to our already strong proposition and puts us at the forefront of radio red button technology, allowing us to interact with our listeners at an even deeper level and benefiting our advertisers with increased consumer interaction."

The move is the latest in a series of moves by Emap to "monetise" its digital radio services. The first listening figures for its bouquet of services will be available on Thursday.