Absolute to launch new 80s music station

Absolute Radio is set to launch a new 80s DAB station in early December.

Absolute 80s will broadcast via the internet and London DAB, in a slot that is currently used by Absolute Xtreme, which is due to be axed.

The new station hopes to be a “nostalgia trip” for its 30 to 54-year-old target audience.  It will operate as a jukebox with a playlist of 80s pop music such as Duran Duran, Bon Jovi and Human League.

Clive Dickens, chief operating officer of Absolute, said the radio company aims to reach over-30s who want to stay in touch with their youth.

“These are people who have responsibilities, are members of families but still want to participate and have fun and be involved in music,” he said.  “A huge chunk of our audience grew up in the 80s.”

The new station will add to Absolute’s portfolio, which features its main national station Absolute Radio and its digital station Absolute Classic Rock.

In the latest RAJAR report,Total Absolute Radio recorded a quarterly drop of 6.2%, taking it to 1.6 million listeners.

Absolute Radio Xtreme and Absolute Radio Classic Rock – both of which report half-yearly – were down by 34% and 42% year on year respectively.

Dickens said Xtreme, which is due to close, suffered from intense competition from other stations in the London market, including NME Radio, BBC 6Music and Kerrang.

However, Absolute is planning to launch another online and DAB service dabbl, which will enable listeners to vote for the music they want to play.