Kiss 100.(THE INSIDER)

As Kiss 100 celebrates 20 years in radio, the broadcaster. is enjoying one of the most high-profile periods in its history.

The Emap station recently celebrated its anniversary with a huge event at Alexandra Palace featuring more than 100 Kiss DJs from past and present and will this year launch the first annual Kiss Awards, taking place on November 5 at London's ExCel venue. The awards, which will be hosted by T4's June Sarpong, promise to celebrate the best in urban and dance music.

Managing director Bill Griffin, who joined the station last month from Channel 4, says the awards fit nicely with the personality mix of the station. "It is an example of bringing the brand to life and creating a touch-point for listeners to interact with the station, the brand and the music," he adds.

While the station focuses on a core target of 15- to 24-year-olds, head of music Christian Smith says it makes a conscious decision not to forget the listeners on the outer fringe of that demographic. "Our target is 15-24 but we try not to alienate the 25-34 audience, something we seem to have succeeded in," he says, referring to the station's current lead among the broader 15-34 demographic. The station is currently attracting a cumulative audience of 1.4m in the nation's capital and reaching 2.36m listeners across the UK once digital figures are taken into account.

Griffin believes advances in digital technology have played a strong part in broadening Kiss's national horizons. "Digital radio gives Kiss great potential for growth as the brand gets out to more people who were previously unable to access Kiss," he says.