One last bit of radio news, and dance station Kiss has announced it has hired Sam 'son of Richard' Branson to become its "green ambassador", a job which will see Branson Junior participate in a number of shows on the station designed to persuade its youth audience to do their bit to save the planet. Possibly by using his father's airline less often. And by using his not always useless train service instead of flying around the UK. He will also write an eco-friendly blog for the station, using only recycled binary code.
He's told reporters his relationship with Kiss began when he asked the station to cover a 1400 mile dog sled expedition he is undertaking across the Canadian Arctic in a bid to highlight global warming. He told reporters: "I approached Kiss to cover the trip because it reaches millions of people my kind of age. Kiss and I agreed it [global warming] is the biggest issue of today but also that it can all get a bit technical like some boring science lesson. We thought it would be cool to do it [promoted the issue] together, kind of live and as it happens, so we can share the stories as we go along. Just as we're all hooked on our favourite music, it would be great to get a few of the listeners hooked on the trip, and what I'm doing".
Kiss Radio boss Steve Parkinson explained why he is taking his yoof station down the green route: "Kiss listeners have told us that the future of the planet is incredibly important to them. We wanted to highlight the important message about global warming in a way that would be relevant and engaging to our listeners, so we're delighted to welcome Sam on board as our first green ambassador".