Listeners making an attempt to expertise the brand new Times Radio station on its launch day as a substitute discovered themselves tuned in to an outlet based mostly in Malawi.
The station launched on Monday with breakfast present hosts Aasmah Mir and Stig Abell holding an unique interview with Prime Minister Boris Johnson.
But some listeners tuning in on Amazon’s Alexa good speaker have been as a substitute directed to Times Radio Malawi, the place they heard full of life music interspersed with a dialogue of Malawian politics in Chichewa.
The station, based mostly in the east African nation, payments itself as “the radio expertise that engages all Malawians at completely different social financial ranges”.
The upstart station poached prime names from the nationwide broadcaster, in addition to securing expertise from throughout News UK titles, which embrace The Times, The Sun, and The Sunday Times.
Listeners have been amused by the mix-up, with Anthony Swift writing: ““Alexa play Times Radio” stubbornly delivers Times Radio Malawi.”
Another, Daniel Fox, wrote: “If my expertise is something to go by – “Times Radio Malawi” have simply loved their largest viewers ever this morning.
“Is it *truly* that tough to get all good audio system prepared forward of launch?”
Smart audio system are an more and more essential instrument for media retailers in reaching shoppers, as up to one fifth of British houses have an Alexa or different good speaker – and lots of have jettisoned a standard radio.
The BBC additionally provides bitesize information bulletins through good speaker audio command.
Times Radio securing the interview with the Prime Minister this morning was important, as he had not appeared on the BBC’s flagship radio breakfast present – The Today Programme – since final October.