RadioCentre
RadioCentre is the venture which represents UK commercial radio to Government, regulators, rights owners, opinion formers and advertisers. It also arranges access to commercial radio’s airwaves for those wishing to talk to listeners about matters of national or international concern. commercial radio is justly proud of its enormous, long experience in involving its listeners in good works and fundraising of all kinds. Its longstanding relationship with the Disasters Emergency Committee (DEC) goes back to 1998 when one of its predecessor bodies, the Commercial Radio Companies Association, agreed a scheme whereby it could swiftly support a DEC appeal. Prior to this, the DEC had only enjoyed access to press and television.
Once the DEC announces its intention to launch an appeal, RadioCentre informs stations and clears the relevant promotional material. This is distributed without charge to the participating stations by IMD whose business includes the distribution of commercial radio’s advertisements. The stations broadcast and support the promotions in editorial and the RadioCentre monitors this using the same methodology that it offers advertisers to track and measure their campaigns.
Commercial radio stations have supported all DEC campaigns since 1998. Global warming and difficult political situations have, alas, conspired to increase their number. No mechanism normally exists to enable precise evaluation to be given to the different effects on DEC campaigns of television, radio or press. However, the December 2004 Asian Tsunami disaster tugged particularly strongly at the heartstrings of UK citizens. Commercial radio decided to run its own appeal for the DEC tsunami fund using the RadioCentre’s industry contact, machinery and skill. All 300 commercial radio stations came together as a single national station on Monday 17 January 2005. The unique Sony Award winning station’s celebrity presenters, guests and musicians raised over £3.2 million in 12 hours. When commercial radio asks its listeners to participate and help and explains why they should, listeners always oblige. That’s what makes it such a natural DEC partner.
Andrew Harrison
Chief Executive RadioCentre