Marketing Week is reporting that a UK channel launched exclusively to promote DAB sales may be one-upping U.S. broadcasters sporting all-Christmas music formats.

Radio Lapland, a temporary Christmas channel debuting last week on 20 DAB multiplexes across Britain, goes one step further than seasonal music, by featuring the sounds of Santa's North Pole workshop as his elves prepare for the big day. DAB operator Argiva is providing the channel capacity at no charge, and UK charities have been invited on board to promote appeals for support of their holiday assistance programs.

DAB have-nots can also listen in online.