Harpo Extends Brand to Terrestrial Radio | Adweek Harpo Extends Brand to Terrestrial Radio | Adweek
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Harpo Extends Brand to Terrestrial Radio

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Harpo Radio may have got its start on satellite radio, but it's turning to terrestrial radio to increase the distribution of its brand. Through a multi-year partnership with Westwood One, The Gayle King Show, a two-hour daily talk program will debut on over-the-air radio beginning sometime in second quarter.

As part of the agreement, Westwood and Harpo will also launch three new programs, including Gayle King Evening, a five-hour weeknight (7 p.m. to 12 a.m.) entertainment program; a daily feature from Dr. Mehmet Oz; and a new three-hour weekend program that draws content from several Harpo Radio personalities, including Gayle King and Dr. Oz.

All the radio programs will be streamed on affiliate radio station Web sites.

For the past four years, The Gayle King Show has aired on Sirius XM Satellite Radio as part of the program lineup of Oprah Radio. By making its programming available to terrestrial radio stations, Harpo Radio could potentially increase its audience by several factors.

Harpo Radio is also likely to attract more ad dollars from network radio advertisers looking to reach female listeners.

"In general, there is more demand for female-targeted radio, especially from retailers," said Maja Mijatovic, director of national radio for Horizon Media. "This gives us more options for reaching that demographic."

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