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The digital future is brand extensions
"We will launch another"

Brand extensions are a feast for radio broadcasters. Digital radio makes it possible. The favored strategy is simple and direct: familiar brand names filling tactical opportunities. Add to that, it’s cheap.

Media Capital Radio (MCR) in Portugal added eleven digital radio channels last month, all aligned with market leading national music channel M80. They are available online and through a dedicated mobile app. Soon there will be more.

“We will have another digital radio brand this summer as with M80,” said Media Capital chief executive Luis Cabral to media news portal meiosepublicidade.pt (May 29). “MCR has a plan to have digital radios for each of the brands. For now, we will launch another. Then we will gradually release more.”

He did not reveal more details but the plan is the same. “For Smooth, for example, there can be various types of Smooth. I can make various forms of Cidade. I can do Rock Cidade or Cidade Pop. I believe this is the path to the future.” In addition to M80, MCR owns Rádio Comercial (top rated in the recent Bareme Rádio/Marktest audience estimates), Cidade, Smooth FM and Vodafone FM. (See more about media in Portugal here)

“We’re working on what we believe is the future of radio,” he continued. “In terms of FM there won't be much else to grow.”

A proposed take-over of Media Capital, principally owned by Prisa, by multinational telecom Altice was effectively blocked by the Portuguese competition authority, reported Reuters (May 29). The acquisition was opposed by competitors and trade unions. Prisa accepted the €440 million offer from Altice last July.

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