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But tell us about your new subscription service that you are launching now to compete. why would i want to pay for a subscription when i can still listen to the radio for free? you can indeed, but for some of our listeners, specialist music is one of their life passions. they invest a lot of their discretionary income in following a particular genre of music or artist, and for them it is a very important part of their life. and what we think is that they would want to delve even deeper into that experience, so we think that they would be prepared to pay a very modest amount, just £3.99 a month for listeners of skala, jazz fm, kerrang! and planet rock for a premium service. and again, they get an ad break free service with more music, they get 20 new on demand listening shows, or channels, and they get specialist on demand programming, which really takes them deep into their life passion. ....
Jazz fm, kerrang! and planet rock for a premium service. and again, they get an ad break free service with more music, they get 20 new on demand listening shows, or channels, and they get specialist on demand programming, which really takes them deep into their life passion. so we think that the combination of those services or easily delivered and accessed through the app, which they always already enjoy our services on, is a very compelling offer. and you are only rolling it out across the four at the moment. yes, we are. this is an innovative offer and there is a lot for us to learn. we think we are onto something really strong already. we are seeing live trialists convert to subscriptions at roughly 85%, which is very strong, and we are seeing a good level of demand for our new content that we are offering those listeners as well. i was smiling as you said it is for music specialists ....