Saga Secures Glasgow Licence

The Radio Authority has awarded the new local licence for Glasgow to Saga 105.2 FM, after considering applications from thirteen contenders.

Saga Radio will feature easy listening music, mixed with news and lifestyle oriented speech designed to cater for the tastes and interests of listeners aged 50 years and over.

According to Saga, the adult population of the area within which this new service should be received is over 1.6 million.

Commenting on the award, David Witherow, executive chairman of the Radio Authority, said: “This was the last FM licence to be awarded by the Radio Authority before its responsibilities are transferred to the new regulatory body, Ofcom. The unusual diversity of the thirteen proposals presented for this licence reflected the success of the existing commercial local and regional radio services in catering for good range of mainstream listening.”

He continued: “We felt that Saga had presented a very well-rounded proposal which would appeal to its substantial target audience of those aged 50+ in the Glasgow area with an imaginatively constructed blend of music and speech programming.”

Saga beat off competition from the Guardian Media Group, which proposed a music, news and information station for adults in the 45-64 age group, and Emap, which wanted to create a Glasgow version of its Magic music format targeted at women over 35.

Chrysalis Radio’s The Arrow, Virgin Radio’s rock format, and GWR’s The Storm also applied for the licence.

New research from Reuters Business Insight and TNS recently revealed that advertisers are ignoring older consumers, despite the fact they are set to become the mainstream market (see New Research Urges Marketers To Target Grey Pound).

Radio Authority: 020 7430 2724 www.radioauthority.org.uk

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