TV Licensing launches student radio trails

Voiced by BBC Radio 2 and 6 Music DJ Mark Radcliffe

TV Licensing is targeting students’ parents with its new radio trails, launched this week*.

The trails, launched on BBC Radio 2, are part of a wider campaign encouraging students to make sure they are covered by a TV Licence in their accommodation if they plan to watch or record programmes as they are being broadcast.

Students need to be covered by a licence if they are watching or recording TV programmes live, on any device including a laptop, tablet or mobile phone.

The trails, ‘Parental Wisdom’ and ‘Worry’, were created by marketing agency Proximity London in partnership with TV Licensing. The treatment in ‘Parental Wisdom’ highlights the value of a TV Licence at the equivalent of just 40p a day and uses examples, voiced by parents, on how else students can be savvy with their budget. The treatment in ‘Worry’ reminds parents to check whether their children need a licence of their own when away from home. The trails are voiced by key BBC Radio 2 and 6 Music talent, Mark Radcliffe.

Recent research** by TV Licensing shows the average student owns three devices at university which are capable of streaming live TV, so it’s important students understand licensing requirements when heading to university or college for the first time.

Catriona Ferguson, Head of Marketing for TV Licensing, said:

This campaign is targeted at parents who may be sending their child off to study away from home for the first time. Focusing on Radio 2’s listener demographic of over 35s, the campaign aims to encourage parents to recognise the value of a TV Licence and the need to be covered by a licence whatever device their children are using.

Rich Gush, Senior Account Manager at Proximity London, added:

Parents always want the best for their children, including getting value for money. The campaign highlights that the licence fee costs the equivalent of 40p a day – great value considering the huge variety of live TV students can access.

Mark Radcliffe, BBC Radio 2 and 6 Music DJ, added:

I’m really pleased to be working with TV Licensing on this. We all know TV is a key part of student life. Whether students are watching on phones, laptops or a TV, it’s really important they - and their parents - know when they need to be licensed.

The trails begin on Monday 31 August and will run on BBC Radio 2 for two weeks. They will be released simultaneously with radio trails aimed at students on BBC Radio 1 and BBC 1 Xtra, voiced by DJs Matt Edmondson and Yasmin Evans. The trails will go live on the TV Licensing AudioBoom channel on Monday 31 August at: audioboom.com/TVLicensing.

Development: the campaign was developed by TV Licensing, with creative development by Proximity London and production by Neil Cowling, Fresh Air Production.

*The radio trails are launched on BBC Radio 2 on Monday 31 August.

**Research was conducted by Harris Interactive among 220 students across UK city centres, where there is a large student population, in May 2015.

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