UK: Radio XL expands to West Midlands on DAB

Birmingham based Radio XL has expanded to the West Midlands on digital radio.

Previously, the channel was only available in the Birmingham area but has now extended its reach. It seems to coincide with the fact that rival Sunrise Radio came off the Birmingham multiplex. There’s also a question mark hanging over the future of Sunrise Radio in Wolverhampton and Coventry – contracts of both, which will be up for renewal in January.

Radio XL has stepped in to up the ante for listeners who are unable to pick up the signal on DAB in the West Midlands area. Incidentally, Sanjhi Awaz Radio – another digital rival in the Birmingham area is strapped for cash. Radio XL seems to be muscling in on these stations to grasp a larger share of the market in the West Midlands. How much it will ramp up its audience, remains to be seen.

(Source : Biz Asia, UK)