95.8 Capital FM Repositions For Youth Audience
Capital Radio has revealed a series of changes designed to reposition its flagship 95.8 Capital FM station to its core youth audience.
The initiative, headed by Capital FM’s new managing director, Keith Pringle, will see the London-based station reposition its evening line-up to target the lucrative 25 to 34 year-old audience.
The station will launch a special Evening Entertainment Zone, which will be hosted by Margherita Taylor, who commented: “This show will epitomise the vibe of the capital at night. We’ll be out at all the premiers, parties, gigs and showcases. We’ll be catching up with all the biggest stars of music, TV and film…all on a backdrop of the coolest music around.”
The station is also seeking to address the ‘misconception’ that it adheres to a playlist solely dedicated to mainstream pop. Pringle commented: “The reality is that Capital plays a huge breadth of music, but this is often not recognised. It takes time to change perceptions, you need to actively keep doing things that point people in the right direction. This means playing the right tracks, promoting the right artists, putting on the right competitions and the right events.”
Capital has also pledged to play 30 minutes of non-stop music every hour throughout the working day. Saturday evenings are to become ad-free to make way for ‘party capital’, an uninterrupted mix of current dance music.
There will also be a new weekend breakfast show hosted by Emma Forbes and Andi Peters, and Georgina Gill’s new show, 7, will replace Kate Lawler and Andi Peter’s Hit Music Sunday show.
It is hoped the re-vamp will increase the radio’s standing amongst the lucrative youth audience Pringle added: “When you’re the most listened to station in town its easy to stick with a tried and tested formula, however, we know that to stay ahead of the rest we need to be constantly innovating and evolving to keep pace with Londoners.”
The latest RAJAR listening figures for the second quarter of 2003 revealed a rather lacklustre period for Capital 95.8 FM, which saw its weekly reach decline by 4.9% year on year to just over 2.6 million (see Capital Lures New Listeners With Major Ad Campaign).
Capital Radio Group recently appointed John McGeough as its new group sales director across its portfolio of brands, including Capital FM, Capital Gold, Century and Xfm (see Capital Appoints McGeough As Group Sales Director).
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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