Smooth Radio earlier this week re-launched its online presence in an aim to make the interface more user friendly for the network’s listeners.

The broadcaster, owned by GMG, unveiled its new look website promising that the revamp will enable listeners to personalise content and offer targeted advertising to clients.

Code Computer Love and CTI Digital have worked closely with GMG Radio’s in-house digital team in creating the design and technology in order to provide more opportunities for conversation and opinion.

GMG Radio’s Group Commercial Director Jonathan Gillespie said: “The Smooth site will provide listeners with a rich, engaging and interactive experience and build on loyalty to the station. It’s an advertisers dream, as there are various sections of the site, including My Smooth, which bring many valuable opportunities for targeted advertising, commercial content and sponsorships.”

The website upgrade follows extensive research into what listeners want from the station’s online services. The result is a site that has more content of not only station activity but also on a variety of topics that interest the core 40-59 year old target listener.

“There are opportunities for conversation, opinion and content sharing which will produce a community feel, bringing the Smooth audience closer, not only to the station, but also with each other.” Smooth say.

“The My Smooth section is a highly tailored service that allows listeners to easily find information on subjects that interest them every time they visit the site – such as food and drink, gifts and gadgets, good causes and news and travel. They are then able to share it with others.” The broadcaster adds.

Smooth Radio became a national brand available on digital radio and television and FM platforms across the UK last October replacing the regional analogue Smooth Radio stations in England. Smooth originally launched as Smooth FM, replacing Jazz FM, and later Saga Radio, with various local operations launching around the UK including in London, the Midlands, North West and North East. On October 4th last year the regional programming – excluding news, weather and traffic – was dropped for the unified output.

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