Pages Navigation Menu

Promotional ideas and technique. Always radio, always positive.

BBC Eurovision station pops-up to boost digital

Eurovision Song Contest 2014 logo

The BBC has announced its first ever pop-up music radio station.

BBC Radio 2 Eurovision will accompany this year’s Eurovision Song Content from Copenhagen. It will be available on DAB Digital Radio and online, including in the industry-wide UK RadioPlayer and the BBC’s own iPlayer Radio app.

The station goes live at midday on Thursday 8th May and will broadcast from midday to midnight until Sunday 11th May.

Tune in and you’ll hear live programmes from Copenhagen and London, documentaries, pre and after-parties, live coverage of the second semi-final and an extra chance to enjoy the contest final on Sunday afternoon.

Paddy, Scott and Ken

Paddy O’Connell, Scott Mills and Ken Bruce

Ken Bruce, Scott Mills and Paddy O’Connell are the main daily on-air presenters and the planned schedule oozes quality with big Radio 2 names, original documentaries and independent commissions. Maria McErlane, Graham Norton, Terry Wogan and Michael Ball will also make prominent appearances on the station.

Service for listeners

Behind the whole station is a motivating promotional aim. The BBC believes this unique content, coupled with high awareness of the Eurovision Song Contest will encourage Radio 2 listeners to sample DAB and online listening.

BBC Director of Radio Helen Boaden told Earshot Creative that providing a strong service for listeners is the best way to drive trial of digital.

A pop-up is a wonderful way to get people to think digitally and to drive them to digital output.

In the end people will make a difference to what they do if they think the content is worth it.

The BBC iPlayer radio app has 4.4 million downloads now and that in itself will be driving behaviour but if we didn’t have great radio services on that app I don’t think anyone would bother to download it.

Hear our interview with Helen Boaden:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Bob Shennan, Controller of Radio 2, 6 Music, Asian Network and Director of Music, said:

Every year, Eurovision is a moment that unites many people around the UK, as well as Europe. I’m proud to be offering a truly digital experience in 2014 with coverage across Radio 2 and Radio 2 Eurovision on digital radio. And we have an incredible line-up of presenting talent, bringing all the excitement, sartorial disasters and musical catastrophes to our listeners.”

Campaign

A public service promotional campaign breaks on 26 April, coordinated across radio, television, online and social media.

If manufacturers of DAB sets are alert they’ll be building on the opportunity to sell the benefits of digital radio in their advertising and with point-of-sale material in stores.

Taken together, these initiatives could be a significant driver of digital radio awareness and trial among an audience which, until now, has been largely satisfied with its existing choice of station.

BBC Radio 2 attracts a weekly audience of 15.5 million adult listeners a week in the UK, 62% of whom currently listen on FM.*

Year of the BBC pop-up

BBC Radio 2 Eurovision is one of two pop-up radio stations planned by the BBC this year. The other, BBC Commonwealth Voices, will come from the Commonwealth Games in July and will reflect the culture and art of Glasgow and other cities in the Commonwealth.

*Source: Rajar/BBC