Xfm Gets Innovative With Interactive Online Radio Player
GCap Media’s Xfm will launch a unique interactive online radio player next week, which will enable listeners to custom make their own version of the radio station.
Mi-Xfm, which will allow users to build and personalise their own station with their own type of music, has been created by the New Media team at GCap Media in order to further enhance the interactivity of the Xfm brand with its listeners.
The system will be sponsored by Xbox 360 for two months and will include significant promotion both on-air and across Xfm online. At the time of launch, Mi-Xfm will feature four different music genres; Xfm Chill, Xfm Loud, Xfm’s X-list, Xfm Hits.
“We are extremely excited about the launch of Mi-Xfm as it demonstrates Xfm’s continuing commitment to cutting-edge innovation and enhanced interactivity with our listeners,” said Xfm marketing director Richard Mintz.
“Mi-Xfm also represents the first phase of a significant and ongoing strategy to deliver personalised and interactive radio services across the GCap Media Network.”
Alan King, digital account director at Universal McCann, further supported the launch, adding: “Mi-Xfm positions Xfm at the forefront of its field by truly embracing the web 2.0 phenomenon. This is the perfect media alignment for a brand as innovative as Xbox 360. We are doubly excited because media opportunities like this don’t turn up every day.”