AN INITIATIVE, which is being described as "a whole new way of purchasing Christian music", has been launched by United Christian Broadcasters. Britain's national Christian radio station has launched UCB Direct from offices in Essex. This mail order service will enable listeners of the inspirational music on UCB Europe and the pop, rock and rap on UCB Cross Rhythms to buy the music they hear using a free phone number. Chris Cole of Cross Rhythms said, "In Britain there is a huge market for Christian music currently untapped. All the major Christian record companies in Britain have reacted favourably to the UCB Direct concept of marketing and all have made their products available while our expertise will enable us to locate and provide to UCB listeners key independent albums as well. In my opinion UCB Direct will expand the whole marketplace for CCM in the UK." UCB Direct will also market books and Christmas cards. A full colour catalogue is being produced.