2 MINUTES WITH: Sammy Jacob, Programmingdirector, NME Radio

Sammy Jacob talks about the planned launch of IPC Ignite and DX Media's national 24/7 music station NME Radio.

IPC Ignite and DX Media will launch national 24/7 music station NME Radio in mid-2008. Tell us about it.
The station is for fans of rock music from the 1960s to now. It will be the 'real thing' in the sense that it will be run and presented by people who love indie-alternative music. Our service will be different from other radio stations because it will be presenter-led during the daytime and it will be more cutting-edge than rivals. We will be playing music from bands such as The Whip or The Early Years that you don't hear on traditional daytime radio.

What are you trying to achieve?
Our aim is to expose and champion new bands. A lot of bands are doing quite well, but you can't hear them on the radio because stations only play music from established bands. Young people are moving away from radio and getting their music online. Even if they do listen to radio, they have to turn elsewhere to discover new music. It's a shame. Radio should compete with new media.

Who is your target audience?
We will be targeting the audience of NME magazine and NME.com but delivering our content through a different medium. People will be able to listen to the types of bands that they read about in the magazine. We will fundamentally target the 15-24 demographic and I expect that 75 per cent of our audience will be male.

How should PROs get in touch?
At the moment the best way to get in contact with me is via email. We will be moving into NME's headquarters in Southwark this March. Further contact details will be available once we set up our office.

Any advice for PROs?
To be honest, I haven't had any trouble with PROs in the past. But I think it is important for people to do their homework before getting in touch.

Launch date: July 2008
Availability: Various digital broadcast platforms and NME.com
Contact: mailto: sammy.jacob@dx-media.co.uk

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