Capital Radio Looks To Expand XFM Brand To Dublin
Capital Radio has announced plans to extend its alternative music brand, Xfm, to Dublin and is to bid for the new analogue radio licence due to be awarded next year.
The station has secured a variety of key figures in the Irish music scene to support the bid, including Pop Stars: The Rivals judge, Louis Walsh. Applications for the licence will be due in spring 2004 and the licence will be awarded next summer.
Commenting on the application, Graham Bryce, managing director of Xfm, said: “We are extremely pleased to have teamed up with the pre-eminent players in the Irish music and media sector to launch an exciting and innovative radio station for the vibrant Dublin market.”
He continued: “This application represents another important step in developing Xfm into a national broadcaster and the UK’s leading youth music brand.”
Xfm Dublin will follow a similar format to Xfm London, with an innovative guitar-led play-list featuring a range of cutting-edge artists.
Xfm broadcasts across the UK and Ireland via DAB digital radio and Capital Radio claims the Dublin bid represents an important step in Xfm’s development from a London station to a truly national broadcaster.
The latest RAJAR listening figures for the three month period ending June 2003 brought good news to Xfm, which experienced a 19.4% year on year increase in weekly reach to 437,000, up from 366,000 in the same period in 2002.
Analysis of Xfm’s weekly reach between June 2000 and June 2003 reveals a fairly stable performance for the station, with listening consistently remaining above the 400,000 mark. Xfm has recently benefited from the consistently strong performance of its breakfast show and securing high-profile presenters such as Zoe Ball.
Capital Radio: 020 7766 6000 www.capitalradiogroup.co.uk
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