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Bacardi launches global radio station.(B-Live Radio)(Brief article)
Bacardi is looking to widen its brand appeal with a global online and mobile radio service called B-Live Radio. It will be the first FMCG-funded station.
Developed in conjunction with the creative consultancy Cake, B-Live will launch in the UK in May, then globally on a country-by-country basis.
The station will play 24-hour music and will not contain any advertising.
At launch, the station, which is aimed at the over-21 market, will have the capacity to reach more than 80 million mobile handsets, rising ...
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