Capital Radio is moving one of its main broadcast programmes onto the internet as part of its partnership with MSN.co.uk, taking its Dancemasters programme and rolling it out onto its own online channel.
Already operating R&B, women’s and gamers’ radio channels on MSN, the new channel will bring the dance market into its fully programmed internet broadcasting service.
The deal with MSN.co.uk, announced earlier this month, gave Capital’s troubled internet division the chance to fully implement internet station plans, having seen its revenues severely hit by the dotcom economic downturn. Rather than launching niche channels itself, the broadcaster and the web portal struck an exclusive syndication deal.
This new arrangement sees Dancemasters and its dance music content being added alongside R&B station Glisn, womens network Chyra, and radio for gamers channel ATK13.
‘Dancemasters’ was originally created as a group-wide proposition and is available across the country on Capital FM’s contemporary hit radio (CHR) partner stations. It has now been converted from a traditional on-air programming strand into a stand-alone online radio station.
It has been designed to offer a seamless, dance-based music station with the latest dance releases and white labels with artists such as Roger Sanchez, Faithless, Daft Punk and Basement Jaxx.
Iain Langridge, Marketing Manager for Capital Interactive, said; “‘Dancemasters’ is one of our most popular radio programmes. Now, everyone has the opportunity to listen to the latest tunes from the world’s hottest dance artists whenever they want and wherever they are.”