GWR Extends Vibe FM Brand With New Launch

GWR has extended its Vibe FM brand with the launch of a new dance and R’n’B station called Vibe 101.

The new station will broadcast across South Wales and the West, including Bristol and Cardiff and will target the 15 to 24 year age group. GWR claims that the new station will bring the Vibe brand to over 1.2 million adults every week.

According to GWR, the new youth station is designed to strengthen the group’s offering to lucrative youth advertisers. It is understood that brands will be offered a youth portfolio comprising the new station alongside the existing Vibe FM station and The Mix network’s Friday and Saturday night dance show, Vibe Nation.

Peter Charlton, sales director at GWR’s sales house, Opus, commented: “Developing the Vibe brand is one of our key strategies and we will continue to invest in it. Gaining Vibe 101 not only allows us to expand our youth proposition but it also offers great listener choice in the region which could only benefit advertisers.”

The latest RAJAR data for the third quarter of 2002 shows that Vibe FM saw its weekly reach decline by 3.4% year on year to 314,000, down from 325,000 in the same period the previous year.

GWR Group: 020 7284 3000 www.gwrgroup.com

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