Last Night A DJ Saved My Life

The best music gets chosen for you by the moment. Which is why the DJ has such exalted status in society. The sound track to your life – your song, your theme, your flavour – there is a person who can choose what makes you respond emotionally, somewhere on the airwaves. And now there are more of them, in more flavours of ethnic and musical variety than ever before.
Not since the explosion of commercial radio across the USA and the Ship That Rocked playing pirate tunes to the youth of the UK has radio been such an exciting place to be. And this summer it’s really kicking off, with the start of the £12,000,000 campaign to promote Digital Radio – as against the techy and stuffy expression ‘DAB’ to push towards the day when they turn off the analogue radio transmitters just as they are doing to the old TV ones. All on the back of a mad summer of sport, the Big Push has begun.
And the campaign rolled out this last weekend on radio, appropriately enough. If you fancy checking out the cool message, then click this link and go listen to the ads. It’s sweet, one lot are ‘grown up’ with a nice lady talking, the other lot are ‘youth’ with zappy electronic music going on but with the same script. I like the yoof ones, so I must be immature!
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