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UTV Radio extends premium game

by RadioToday UK
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UTV Radio and interactive gambling company Million-2-1 have extended their relationship by agreeing a new two-year contract to the end of 2008. Million-2-1 has provided UTV radio stations with a reverse auction service for the last two years.

The new contract moves the relationship from a single product to include other Million-2-1 products and services.

The first of these new products will support a major new charity lottery initiative, which will be launched early part of 2007. The move anticipates changes in legislation expected with the new Gambling Act which becomes law in September 2007.

UTV's Commercial Director Kevin Bird said that interactive services were an increasingly important source of revenue and added a unique content opportunity. How Lo has been a revelation in terms of its listener appeal and response rates. With consistent pressure on revenue generation, strong interactive products are essential for us. When – as with How Lo? we also add editorial value to programming – it is a powerful offer. We look forward to developing the UK�s next most successful game concept with Million-2-1.

Million-2-1's CEO Chris Sheffield said, "The new Act is going to change the way broadcasters operate providing major opportunities as well as challenges. Our new deal will help UTV Radio take advantage of the opportunity and bring new, legally compliant game concepts to their audiences."

Scott Davies, Million-2-1's Operations Director, added, "UTV Radio has and will continue to be a very important partner for Million-2-1. We are looking forward to taking that interactive relationship to another level over the next couple of years."

Also today, the company will be the first broadcaster to launch Lucky Lettas, with the first live draw taking place during the breakfast shows on Friday 2nd February.

Lucky Lettas will operate via SMS and online with players choosing six letters from the 26 available in the alphabet. A random draw will take place once a week to determine the winners, with a cash jackpot of £10,000 that rolls over if no-one matches all six and a guaranteed weekly random spot prize of £1,000. UTV Radio will be donating a significant proportion of the competition proceeds to its preferred charity, The Starlight Foundation.

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