Smooth radio dating
From today listeners can log on to the Smooth Radio website to sign up to its new dating proposition, which has been developed through a partnership with dating software provider White Label
Barton-Ancliffe will continue to work on growing digital revenues through the development of integrated solutions.He will continue to report to group head of digital Richard Lucas.Jonathan Gillespie, group commercial director at GMG Radio, said: "This provides great commercial opportunities for brands to engage with our listeners in areas which we know they are interested in, in an environment that they trust."It will provide both new revenue streams and targeted retail offers which will enhance the brand experience for our Smooth audience.We intend to roll out similar services regionally for our Real stations in the near future."A spokeswoman could not confirm what services will be offered to Real Radio brands but said they would follow in due course.Last week GMG Radio, part of the Guardian Media Group, announced it was looking to sell off its Scottish Rock Radio station and rename its Manchester-based Rock Radio as Real Radio XS.Global Radio is one of the UK’s leading radio businesses.
Representing eight distinct and successful radio brands including Smooth Radio, Heart and Capital, the group reaches 24 million listeners per week across the UK.
With the radio market becoming increasingly populated, Global Radio were looking for more ways to connect with their audiences across new channels.
Having seen the success that other radio brands had with online dating as a brand extension and revenue generation channel, the group were keen to explore how a dating site could add value for their listeners.
The challenge for Global Radio was how to take their existing, highly successful radio brands and extend the brand relationship with listeners to include an online dating service that felt like a natural fit for their brand; they needed a dating proposition that would appeal to their loyal listeners without alienating them.
Together White Label Dating and Global Radio launched Smooth Singles, a branded dating service linked to Smooth Radio, the national radio station famed for providing a soulful mix of music to over 3.3 million listeners a week.
White Label Dating provided the site with a fully managed backend system – including payment processing, customer care, in-house retention and moderation teams, technical support, access to a huge database of UK members to help pre-populate the site at launch and an in-house member engagement team – but also a highly flexible template which allowed Global Radio to seamlessly integrate Smooth Singles with their other brand assets.