Jazz FM To Increase Advertiser Appeal With Mixed Playlists

Media super-regulator Ofcom has dropped programming restrictions from Jazz FM, allowing the Guardian Media Group station to broadcast a range of music and broaden its appeal to advertisers.

The format change will see Jazz FM released from its obligation to ensure that ‘50% of the output in daytime sits well with the term Jazz’, permitting the station to play a much more consistent mix of music across the day.

In return for Ofcom lifting its programming restrictions, the station has agreed to increase the amount of jazz music it schedules in the evenings, with the number of hours increasing from 40 to 45 hours a week.

The changes come into immediate effect today and will see the station’s flagship jazz show, Dinner Jazz, increased from two to three hours a night.

Commenting on the move John Myers, CEO of GMG Radio said: “We are delighted with this decision. Jazz music is much more of a night time listen so we put forward a compelling case to Ofcom to make some changes to our daytime offering that will allow us the opportunity to take the station forward while remaining committed to playing jazz music in the evenings and weekends”.

He added: “Clearly, Ofcom agrees with this sensible approach and we now have a wonderful opportunity to deliver radio that remains distinctive and compelling while being commercially attractive.”

The station’s traditional jazz content will now be moved from the daytime schedule to the more appropriate evening programmes, with output during the day will now focussing on a broader mix of classic and familiar soul and R&B music. The changes will also apply to GMG’s Smooth FM station, operating in the North West of England.

Smooth FM recently embarked upon the second phase of its £1 million launch campaign, with a regional television campaign targeting potential listeners. The three-week push focussed on the station’s trademark lava lamps, showing the kitsch icon lining streets as a car cruises along to the sound of Marvin Gaye’s soul classic I heard it through the grapevine (see Smooth FM Rolls Out Regional Television Campaign).

Guardian Media Group: 020 7713 4452 www.gmgplc.co.uk/

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