Global has launched yet another brand extension, and it could lead to a fierce RAJAR ratings battle.
Capital Xtra Reloaded, which goes live on Monday (September 2), is dedicated to the “greatest old skool anthems of all time”.
That’s not a million miles from the “non-stop old skool and anthems” that powered Kisstory to become the biggest digital-only station in Q2 with 2.323m weekly listeners.
Like the Kiss brand extension, Capital Xtra Reloaded will have national DAB reach on the D1 multiplex. Capital Xtra, which is on DAB plus FM in London, has 1.9m listeners.
The new station from Global will feature hip-hop, grime, garage, dance and R&B anthems from the likes of Usher, Drake, Beyoncé, Destiny’s Child, Sean Paul and Rihanna.
It follows Global's launch of Heart 90s and Heart 70s with more digital stations set to debut next week.
Sacha Brooks will present the Capital Xtra Reloaded morning show every weekday morning. She previously hosted Capital Xtra’s Saturday mid-morning show.
Al Smith, deputy managing editor of Capital Xtra, said: “This is a hugely exciting time for Capital Xtra as we launch a brand new station dedicated to the biggest old skool anthems of all time, playing classic after classic, non-stop, 24/7. It’s the perfect time to expand the Capital Xtra brand as we celebrate record audience figures, with 1.9 million listeners now tuning in every week.”
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