A free satellite radio service intended to boost c-store sales and backed by the publisher of The Sun and News of the World went live this week. Newsagents Radio has been set up by Storm Digital Broadcasting, headed by former radio and TV presenter Bruno Brookes. His company has clinched a deal with News Group Newspapers in which the service, which is free, will be branded Sun Live radio from Monday to Saturday and News of the World Live on Sunday. The retailer pays nothing for installation or the equipment to receive the channel, which runs from 5am until late at night, although a public service licence is required. From 5am to 7.30am. the broadcast will be tailored to retailers. After that time it is customer oriented and includes advertising for impulse products intended to increase retailers' sales. Storm marketing manager James Macdonald said 80 stores were carrying the broadcast in the first week. He said 500 would be up and running by the middle of March, with another 2,000 added in the following six weeks, and a target of 10,000 in the first year. Stores have been selected on the basis of their demographics, although the company is the media partner for the Newsagents Federation, and is in talks with several symbol groups. Storm ceo Bruno Brookes said: "This station is designed to generate a visible uplift in sales in store. We are delighted that major brands such as The Sun and News of the World have seen the massive value of this proposition and taken advantage of it by becoming our primary branding partners." He said Storm was also in talks with several other major brands about similar category marketing partnership deals over the next few weeks. News Group Newspapers marketing director Nick Canning said: "The radio services represent major sales opportunities for our titles and for our trading partners in the independent sector. "Transferring all of the values of both brands into a new medium is an exciting challenge ­ there will be a number of initiatives designed both to extend the relationships we have with our trading partners and our readers." {{NEWS }}