So, i'm sitting here at Deegan Towers listening to the newly launched <a href="http://www.heatradio.co.uk">Heat Radio</a>. Well, that should probably be re-launched as a non-stop music version's been on-air for about two years. The launch at 2pm today, is the culmination of a re-jig of EMAP's multiplex network, resulting in the appearance of 'Heat Radio' in more places around the UK and at a slightly more ear-palatable bitrate, if you're interested in that sort of thing. It also has, shock horror for an EMAP digital radio station, actual live presenters.
They're also integrating tightly with the <a href="http://www.heatworld.com">Heat World</a> website and connections with Heat Magazine editorial staff. It's actually surprisingly speech heavy with 1 minute entertainment news every fifteen minutes (well, at the moment anyway) alongside interview clips and general presenter chatter.
It's as you'd expect quite girly with the music pitched as a slightly more credible Heart.
They're also doing a good job of integrating this show's only commercial sponsor - Diet Coke (Heat has just five premium sponsors across the station) in a sailing close to the programming code kind of way.
It will be interesting to see if it can keep the momentum.
