Capital Radio, the UK's leading commercial radio group, today announced that it has chosen to retain Flytxt, the industry's leading mobile technology solutions provider, as it embarks on a new phase of growth in its mobile strategy. From the beginning of July, Flytxt will facilitate and support mobile strategy across The Group's brand portfolio including the Capital FM and Capital Gold Networks, XFM, Choice FM and the Century FM Network.

The new phase of mobile activity will involve devising an integrated mobile strategy across its sales, marketing and programming departments.  The key objectives of the programme will be to grow Capital Radio's existing mobile databases, increase listeners' loyalty, create richer interactivity between stations and listeners and new revenue streams.

After reviewing existing mobile activities, Flytxt and Capital will look at ways to consolidate each station's mobile proposition and leverage an ongoing dialogue via programming activities. Core to each station's strategy will be to engage listeners in a dialogue to drive off-peak listening times and extend and maximise the Group's brands off air.

Capital's decision to retain Flytxt also involves taking the day-to-day controls of their mobile activities in house, using Flytxt's best of breed mobile campaign management platform, Flytxt Direct.  The new release of Flytxt's proven platform will allow Capital's in- house mobile team to create SMS and MMS campaigns as well as view inbound SMS and MMS in real-time. Flytxt Direct will also enable Capital to create enhanced interactivity between its stations and their listeners, for example, by running complex multi-stage quizzes and competitions. 

Tom Laidlaw, Head of Mobile and Interactive for Capital Radio commented: "Flytxt are widely regarded as the best in the business for providing mobile technology and expertise to media organisations.  As the UK's leading commercial radio broadcaster with the ambition to deliver significant value through mobile to listeners, our clients and business alike, they are the right choice.   Our focus is to seamlessly integrate programming, marketing and commercial mobile activity through a single platform and database and this is what we will now achieve."

Dave Barker, Commercial Director at Flytxt commented: "We are thrilled to have won Capital as a client. Not only does this reaffirm our leading position as the technology provider and mobile specialist for the media industry, but it underlines the fact that our campaign management platform is the product of choice for major brands using mobile."