The commercial radio sector has announced its latest cross-sector programming initiative, which will be built around the upcoming BRIT Awards. 170 stations from various commercial radio groups will take part in 'BRITS Radio Week', which will also promote the public vote component of the Best Single award.
Confirming the project, Andrew Harrison of commercial radio body RadioCentre told reporters: "The BRIT Awards is the most prestigious event in the music industry calendar and we are delighted that we are partnering the music industry and that commercial radio is playing such a pivotal part this year. Our stations will without doubt get the nation in the BRITS mood and give our listeners the chance to have a direct influence on the event itself. This involvement reflects the critical contribution that Commercial Radio makes to the music industry reaching over 30 million listeners every week - and within that, reaching 69% of 15-44 year olds, the key market for music sales".
Welcoming the promotion, the boss of UK record label trade body and BRIT Award owners, the BPI, Geoff Taylor, added: "As well as being the leading British music event in the calendar and a spectacular TV show, The BRITs is evolving into an interactive platform for the best in British and international musical talent. Through BRITs Radio we've added further profile to the show, brand, and artists by partnering with UK commercial radio to reach their audience of millions of listeners. With Hit40UK choosing the shortlist, and the viewers picking the winner live on the night, British Single is one of the most exciting awards of the night".