F.Y.I.

Southern Cross Austereo launches digital radio station for kids called Kinderling

Southern Cross Austereo has launched a digital radio station aimed directly at children with launch sponsors: Volvo Cars Australia; CBeebies; and Artline Stix. Supported by media partners CHILD magazine, Kidspot and CBeebies.

The release:

Kinderling Kids Radio. The national kids radio station launches today in a joint venture with Southern Cross Austereo. Founded by former General Manager of FBi Radio, Evan Kaldor, and a team of radio and music professionals, Kinderling Kids radiois the first of its kind in Australia.

Kinderling Kids Radio is tailored to the routine of an Australian household with young children and broadcasts a progressive mix of music, stories and imagination for children aged zero to six years old. Each weekday at midday, Kinderling Kids Radio will broadcast Kinderling Conversation, a 60 minute talkback-driven parenting program.

Kinderling Kids Radio has created an offering where parents can safely listen with their kids on DAB+ radio, online, or stream via mobile. They can participate in conversations with fellow parents via social and come together at kid’s music and arts events. Kinderling Kids Radio is a complete interactive experience and community.

For brands looking to connect with a family audience, Kinderling represents a unique opportunity for targeted advertising with zero ‘wastage’.  At launch, Kinderling has already attracted advertising from Volvo Cars Australia, BBC pre-school channel CBeebies and Artline Stix.

Kinderling Kids Radio offers advertisers brand alignment via sponsorship of relevant content territory and trade promotion through targeted spots. Kinderling Kids Radio has also identified a number of opportunities to offer branded series and native content.

Kinderling is also proud to announce media partners for Kinderling Kids Radio are: CHILD Magazines, Kidspot and CBeebies. Each media partner is providing content and experts across a range of Kinderling’s daily segments and programs.

Kinderling Managing Director Evan Kaldor said, “From the Wiggles to The White Stripes, Vegetable Plot to Village People, Danny Kaye to Daft Punk and Justine Clarke to Johnny Cash, Kinderling Kids Radio is redefining music for kids. We are creating shared moments for the music lover in the child, and the child in the music lover.

“Kinderling Kids Radio is a parent’s companion to their day with kids. Through this relationship, we can facilitate a trusted connection between family-friendly brands and a community of parents. Kinderling Kids Radio highlights the relevance of radio as an alternative form of entertainment to screen time, and one that can spark imagination in kids and conversation amongst parents.”

Southern Cross Austereo, Australia’s largest radio company, shares Kinderling’s passion for the power of radio and its role in fostering creativity and sensory adventure in children.

Southern Cross Austereo, Executive Director Metro Operations, Guy Dobson said, “This is a real innovation for radio – an Australian first – and SCA are proud to be co-parent of Kinderling Kids Radio. Kinderling Kids Radio intersects with families across multiple points – and is a compelling proposition for parents, kids and many advertisers.”

With 2.8 million Australians tuning into DAB+ radio each week in the five metropolitan cities alone[1], and the scale and institutional support of SCA behind it, Kinderling offers an alternative entertainment option tailored to Aussie kids and their families as well as providing a targeted platform for advertisers.

Kinderling is broadcasted nationally on DAB+ (found by searching ‘Kids’ on the dial) and from www.kinderling.com.au.

Source: Southern Cross Austereo press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.