Xfm Could Shed Daytime DJs In Revamp

GCap Media’s flagship indie music station, Xfm, could today reveal a dramatic plan to rid the station of daytime DJs, as part of a major revamp of the brand.

Management could be set to announce details of the restructure to station staff this afternoon., according to reports in the trade press.

One option under consideration is a DJ-free “all music” daytime schedule interrupted only by station jingles and advertising. It would run from the end of the breakfast show at 10am to the beginning of the afternoon drivetime show at 4pm.

Whilst Total Xfm bolstered its weekly reach at the last RAJARs, up 8.3% period on period and 2.4% year on year, the number of hours listeners stay with the station declined.

Listeners are spending more than 9% less time with Xfm’s stations year on year, whilst hours had shrunk almost 5% compared to Q1 2006. Fans are now tuning in for an average of 5.9 hours each week (see Radio 2 Boosts Weekly Reach To Over 13 Million).

Xfm, which will be a decade old later this year, won a fourth regional licence in south Wales earlier this month. The proposed restructure is expected to affect all of the existing three Xfm stations in London, Manchester and Scotland.

Earlier this year, Xfm launched an interactive online radio player, which enables listeners to custom make their own version of the radio station, cutting out advertisements and DJ chat (see Xfm Gets Innovative With Interactive Online Radio Player).

Xfm: 0871 222 1049 www.xfm.co.uk