Ofcom considers City Talk’s format change

Ofcom has today published a consultation on a local commercial radio format change request, received from Liverpool’s 24-hour speech radio station City Talk 105.9.

Bauer Radio, City Talk’s owner, has proposed all-speech content at peak times, which would include weekend breakfast, weekend late breakfast and drivetime, but wants to add a mix of music and speech during other weekday daytime hours.

If City Talk’s request is accepted by the media regulator, the station will be able to share content with Bauer’s two other Liverpool-based stations, Magic 1548 and/or Radio City 96.7.

City Talk’s request comes a week after Ofcom announced plans to waive the two-year change of format rule – the station said it has reviewed its commercial proposition and believes that a change of format would significantly increase its audience reach.

Bauer Media’s managing director of radio (strategy and development), Travis Baxter, said: “We believe the proposed changes will keep a significant part of the original character of the station intact while maintaining the current competitive dynamic in Liverpool and increasing listener choice overall.

“Introducing music and other elements to the format which listeners have clearly said they would like added to the output will secure the future of the station and listener choice in the City for the future,” he added.

However, Ofcom believe the proposed change could alter the station’s “Character of Service” and as a result is seeking stakeholders’ views before coming to a final decision – the closing date for responses is March 31.

In the latest RAJAR release, City Talk 105.9 – which was awarded a licence by Ofcom in 2006 and launched in January 2008 – had an average reach of around 63,000 15+ listeners.

City Talk isn’t far behind Bauer’s Magic 1548 but has a fair way to go to catch up with Radio City 96.7 and some of Liverpool’s other local stations, such as Century Radio North West and Smooth Radio North West.