Austereo gets ready for Pink Radio

Austereo has revealed the next step in its plans for digital radio – a station that will be on air for three months dedicated to pop singer Pink’s Australian tour.  

Pink Radio will go on air from May 4 to coincide with the Funhouse Tour.

Featuring the music of Pink and what Austereo describes as “her favourite artists “, the station will also play her interviews with Today Network’s Kyle and Jackie O and Hamish and Andy. A spokesman for Austereo told Mumbrella that it was not yet known if Pink will present some shows on the temporary station.

The station is sponsored by Optus, which is also sponsoring the Pink tour.  The deal was put together by media agency MPG. As well as streaming Pink Radio via the Today network websites and on digital radio as the rollout gets under way, it will be on the Optus Recharge Live Large website too.

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.  It offered us the chance to trial digital radio for the youth segment with a compelling message and product.”

The Pink Radio announcement is Austereo’s second major one in the digital space, with Radar Radio – dedicated to unsigned Australian acts – already launched.

Jeremy Macvean, Austereo’s head of digital strategy, said : “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.” In 2006, the station changed its name to U2FM for a day to mark the band’s Vertigo tour.

 “Having Optus sign up as the sponsor of the station shows what we’re able to achieve on digital and how quickly we’re able to set it up and have it on air.”

 Austereo’s websites already see more than one million unique browsers each month.

The only other network to so far reveal its plans is DMG, which is launching dance station Novanation and lounge station Koffee.

Digital radio will start rolling out in Australia over the coming weeks with a formal launch in August.


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