Bloomberg Radio has announced it will join Radioplayer, the listening platform backed by the BBC and commercial radio, in a deal that will open up six million potential listeners in the UK.
Bloomberg Radio, which specialises in market-moving news, is delivered from Bloomberg’s London, New York, Washington D.C, Boston, San Francisco and Hong Kong offices.
Bloomberg’s programming from Europe launched earlier this year with European breakfast show ‘First Word Europe’. Bloomberg is hoping its partnership with Radioplayer will help the station increase its audience reach in the UK, currently dominated by radio groups Bauer Media, Global and the BBC.
As it builds out its European presence, the station has hired former business editor at France 24 Markus Karlsson as its new anchor, reporting alongside Caroline Hepker who joined Bloomberg Radio from the BBC where she hosted ‘Wake Up to Money’ on BBC Radio 5 live.
Radioplayer is a web and mobile app that aggregates more than 400 BBC and commercial radio stations, enabling consumers to browse a range of streams on a single platform. It can be accessed on all connected devices in the UK and will soon be available in cars through ‘Radioplayer Car’, a ‘hybrid radio’ upgrade for older cars which combines DAB digital radio with analogue FM and mobile streaming.
Justin Dewhirst, Bloomberg Media’s general manager for EMEA, said the partnership marked a “key milestone” in Bloomberg’s audio strategy and a step forward in the media company’s move to be a global, digital-first, truly cross-platform brand.
Michael Hill, managing director, Radioplayer, said: “Working together enables us to get radio into emerging devices, and make Bloomberg Radio’s brilliant content discoverable through our innovative search and recommendation engines."