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we7, GMG Radio Team for News in Streams

Radio group teams with U.K. streaming music service to feed news programming

One strength radio has been able to tout over Web-based streaming services like Pandora and Spotify is radio’s ability to provide breaking news to listeners. U.K.-based we7 is looking to change that equation.

Streaming music company we7 has partnered with Guardian Media Group-owned GMG Radio to offer news as a special track that listeners can add to their playlist. When the news track, which is labeled with GMG’s Real Radio brand, pops up in the listener’s queue, it feeds up-to-date and breaking news. In addition to adding news tracks to their playlists, listeners can access the news tracks on demand.

“This partnership marries high quality news production and delivery with the new paradigm of on-demand music,” stated we7 co-founder and CEO Steve Purdham. “Radio and cloud-based music can learn a great deal from each other, so we are really excited about working with GMG Radio.”

The hope is that partnership will both benefit we7 listeners by providing news and information, as well as promote traditional radio to listeners more acclimated to online listening. Two Real Radio news feeds are offered: “News” and “Showbiz.”

“Working with we7 means that we can continue to grow our strong reputation for quality news coverage by making that content available across a variety of platforms for the benefit of the end user,” stated GMG Radio Chief Executive Stuart Taylor.

GMG operates the Smooth, Real and Rock Radio brand stations across the United Kingdom.