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Digital Audiences reach for the digital dial in larger numbers.

Music Week

| February 07, 2009 | COPYRIGHT 2009 CMP Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Incoming controller Bob Shennan will no doubt have been pleased about Radio Two's Rajars progress, but his other charge of 6 Music emerged as one of the quarter's biggest audience growers.

The station gained 25.6% in reach over the year to end 2008 with 619,000 listeners, a feat 6 Music and Radio Two head of programmes Lewis Carnie believes is an especially impressive one considering the array of digital competitors. "You suddenly have access to so much more on the digital dial than you do on a traditional FM, and I think it is exciting that 6Music is developing within that," he says.

While the overall outlook appears positive for digital broadcasting, NME Radio's own numbers went in reverse. Having made a positive debut in the third quarter of 2008 with an audience of 215,000, the station, owned by DX Media under licence of IPC, saw its reach fall away by 29.3% to 152,000.

Meanwhile, fellow magazine off-shoot Q also experienced a sharp annual drop in reach with 53,000 ...

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