Yesterday, over in my day job at the children’s radio station Fun Kids, we launched two new initiatives. The first was eight new spin-off radio stations for Fun Kids and the second was our new lockdown-related feature, Activity Quest Daily.
Launching spin-offs, or brand extensions, for radio stations has been all the rage in the UK for the past few years. It was re-born by Clive Dickens who was running Absolute Radio, when he pushed live Absolute 80s. Like all good (re)inventions it was somewhat driven by a combination of opportunity and necessity.