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As well as securing partnerships and the likes of former Radio Two controller Jim Moir, a key plank of Channel 4's strategy in the run-up to this licence application has been the creation of a website (www.channel4radio.com) where it has been able to showcase exactly the kind of programming it can offer.
Among the range of shows that visitors to the site can stream are 4Music specials with acts including Bloc Party, programmes hosted by John Peel's son Tom Ravenscroft and a radio version of Channel 4's very first music offering, The Tube.
Schwarz notes, "It's taught us a lot and that's why we set up channel4radio.com back in June last year, for precisely that reason. And we asked our listeners to register, so they could give us their direct feedback so we could monitor what works, what doesn't work, what people want more of, want less of, tone of voice, style, diversity range ...