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Retailers are not the only businesses to market early for Christmas. Elf radio has been on DAB (@32kbs) since the start of October. So too has Christian broadcaster Hope (Hope 103.2) with its Christmas Hope DAB (@48kbs) channel.
These two stations exemplify the flexibility of the DAB system allowing pop-up or seasonal radio stations. One knows and expects the genre/theme of music which is appropriate for this particular kind of music.
They are not the only pop-up radio stations but an illustrative example,
Regards
Anthony of exciting Belfield