Xfm Confirms Daytime Format Change
Xfm has confirmed a dramatic programming shake up, with the indie music station handing over control of its airwaves to listeners.
It was rumoured yesterday that the expanding GCap Media brand could lose DJs from its daytime schedule (see Xfm Could Shed Daytime DJs In Revamp), and the station has confirmed that from Tuesday 29 May, between 10am and 4pm every weekday, Xfm will be asking its listeners to interact via SMS, phone and online to create playlists and vote for the artists they want to hear.
The decision to ditch DJs from the six-hour slot is being billed by the station as a response to today’s more tech savvy audience who want greater control and influence on radio output. However, some may see the move as a cost-cutting exercise, shedding some of the expense of presenters and earning more money for the station via texts and phone calls, as well as via increased website traffic.
Listeners will be able to access the full Xfm music library that is used by the Xfm producers to compile their playlists. They will also be able to suggest their own songs using the ‘free play’ option, in a move to make every hour of programming sound the different.
To access the music library and select tracks listeners are directed to the station’s website where there is a link for the Xu microsite. Here users will receive instructions on how to build their playlists, how to vote for their favourite songs, create their own page on the website, take part in discussions, and record messages for Xu which may end up on air.
“Xfm has always been an innovative radio station and we really felt that we were ready to push the boundaries again,” said Xfm’s managing director, Nick Davidson.
“We are all excited about handing over the airwaves of Xfm to our listeners – it’s a new era and we can’t wait to see what kind of playlists and discussions they come up with. Our listeners are used to being able to control what they watch or listen to as these days people are inundated with choice. Allowing them to shape their own content seems the next logical step.”
Shows outside of the 10am to 4pm remit will continue to be broadcast as usual, and all three of Xfm’s stations will continue to have independent and regionally programmed output.
Whilst Total Xfm bolstered its weekly reach at the last RAJARs, up 8.3% period on period and 2.4% year on year, the number of hours listeners stay with the station declined.
Listeners are spending more than 9% less time with Xfm’s stations year on year, whilst hours had shrunk almost 5% compared to Q1 2006. Fans are now tuning in for an average of 5.9 hours each week (see Radio 2 Boosts Weekly Reach To Over 13 Million).
Earlier this year, Xfm launched an interactive online radio player, which enables listeners to custom make their own version of the radio station, cutting out advertisements and DJ chat (see Xfm Gets Innovative With Interactive Online Radio Player).
The brand’s reach is expected to rise, as Xfm recently won a fourth regional licence in south Wales.
Xfm: 0871 222 1049 www.xfm.co.uk www.gcapmedia.com