Classic Fm – The Morning After

Press reviews of Classic FMs first day were mixed this morning with varying headlines such as the Guardian’s “cheery, scrappy Classic FM” and “Teething troubles for bite – sized Bach” to a report in the Times which paints the station in very bright colours, saying; “yesterday’s broadcasting overture was undoubtedly played by a well-tuned ensemble.”

Industry opinion was just as varied. Mike Goodman of Abbott Mead Vickers felt that Classics self-promotion left a lot to be desired and ironically was only reminded of the launch when he tuned into the news on Radio 4. He feels that the station would benefit greatly from promoting its wavelength and programme schedules, giving the listener a clearer idea of what the station is all about.

Capital FMs Andy Carter thought that the station sounded “exactly as one would expect it to sound”, saying that those in the Independent sector wish them good luck. However, he also stressed that Classic would have a hard job ahead of them to get up and running over the next few years.

After listening to Classic throughout the day Simon Timlett, Associate Director of London Media Advertising commented; “It is clear that Classic FM is targeting the BBC Radio 2 audience rather than Radio 3. The highly variable music programming with interruptions, however brief, will not appeal to the committed Radio 3 listener.” He adds, in agreement with Mike Goodmans previous comment; “So the format is as promised but where is the advertising promoting the station?”