C4-led group uses new agency for digital radio bid

The Channel 4 Radio-led consortium bidding for a new 12-year national commercial digital radio licence has called in newly-formed ­agency Mi Comms.

The agency has a three-month brief to develop a corporate strategy for 4 Digital Group and to build relationships with PROs at the seven consortium stakeholders.

As well as Channel 4 Radio, consortium members include Emap Digital Radio, BSkyB/Chrysalis, UTV Radio and The Carphone Warehouse Group and UBC Media Group.

If successful, the consortium plans to launch a range of radio stations, podcasts and digital ­services. It is bidding against National Grid Wireless, whose partners include the BBC and GCap Media.

The national digital licence is due to be awarded by Ofcom in July. Currently, the only such licence is 63 per cent owned by GCap Media.

Mi Comms was launched this month by former Discovery UK corporate comms manager Kirsty Barr (PRWeek, 24 May 2007). Barr said she would specialize in project work.

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