The Henley Centre has published a report into the use of the 105-108 MHz radio frequencies, deciding that the best use would be a national pop/rock station. The new frequency will become available in 1996. The Radio Authority has suggested various options for its use; community radio or other local services, new metropolitan services or a fourth national commercial station.
The Henley Centre research, commissioned by Virgin, favours a national pop/rock station as best satisfying the demands of listeners, advertisers and their agencies, as well as best safeguarding the UK radio industry.
Their research showed that pop music is no longer the preserve of the young; 83% of all recorded music sold is rock/pop, and it is bought by people of all ages. The existing choice on radio for this music dissatisfies many, particularly Radio 1 listeners. The majority of these dissatisfied listeners want to see a new pop/rock or speech based service.
The third national station, to launch in the autumn, should satisfy speech based programming demand, and current AM stations cater for “golden-oldie” style music. A majority of listeners also want a national rather than local service.
Among advertisers and their agencies surveyed, 98% support a national service and 77% support a rock/pop service. Detailed Henley Centre modelling suggests that a national rock/pop service would be the most effective in increasing total radio advertising expenditure, whilst harming existing revenues the least. The Henley Centre believes that a new FM national rock /pop station could help swell radio advertising revenues to over £300m a year by 2000, almost double the current industry total.
However, the findings of the report are dependent on the impact of Digital Audio Broadcasting; the Henley Centre predicts that we are 10 years from a viable DAB radio service so reserving the national station for DAB is not so realistic. The Future of the BBC White Paper, published in May, could contain plans to privatise Radio 1; this would also change the Henley Centre’s conclusions.
Henley Centre – James Walker: 071 353 9961
