GWR's Classic FM Television channel, which takes its name from the company's national radio station, has attracted 720,000 viewers in its first two weeks according to BARB figures, writes Luke Satchell

GWR's Classic FM Television channel, which takes its name from the company's national radio station, has attracted 720,000 viewers in its first two weeks according to BARB figures, writes Luke Satchell

The free music channel, which launched on 16 December last year on the Sky digital platform and is nestled on the EPG among such established channels as MTV, VH1 and Smash Hits TV, is adding viewers at a rate of 50,000 per day, according to BARB and GWR.

The company says the figures are particularly encouraging as around 55 per cent of the channel's viewers are under 44-years-old, with a fifth under 24.

Classic FM hopes this will help promote crossover with the radio station, and lower its average listener age. At present less than a third of Classic FM's 6.7 million listeners fall in the 15 to 44 age bracket favoured by advertisers.

Head of Classic FM TV Julian Rigamonti said: ?We are extremely encouraged by the data. Strategically this is about extending the Classic FM brand and growing the audience, but also about introducing classical music to younger people. It's nice when things go to plan.'

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