Radio Analysis - Scala Radio

Scala Radio

Scala Radio is a classical music digital radio station in the United Kingdom, owned and operated by Bauer Radio since its launch in March 2019. The station broadcasts around the clock nationally on DAB via the Sound Digital multiplex, and online through websites and apps, including the station's own. 

Bringing together familiar masters along with fresh and exciting new classical pieces, Scala Radio launched on the 4th of March and features special guests, intriguing mini-series', and shows about classical music in popular gaming and mindfulness, reaching an audience of 45+ 'cultural explorers'. The station attracts around 231,000 listeners with an average of 5.3 hours per listener. Scala Radio is for those that love classical music, and lead a modern life. Expect a broad and topical variety of the world's most stunning music, including familiar masters from Mozart and Holst to surprising new works from living composers such as Karl Jenkins, Rebecca Dale and Thom Yorke (Radiohead). Scala Radio is available nationally on DAB digital radio, smartphone or tablet using the Scala App, smart speaker or on Sky channel 0216.

"The Scala team identified three groups of what they call “cultural explorers” in their research for the new station. “There are people really deeply immersed in classical music, who are Radio 3 listeners,” Blaxill says. “Then there are the ‘casually classical’ people, as we call them, and then there are the classical dabblers.” The latter group — the ones who might go to see a film screening with a live orchestral score, or who might go to see the DJ Pete Tong’s orchestral reinterpretations of acid house hits — are probably the key target group for Scala. Not least because both Blaxill and Parkinson are insistent it will be an entertainment station."

Scala radio are sponsored by Aloud.com - a ticket selling business - and they do this to sell tickets for classical concerts and shows.