Xfm To Broadcast In Manchester Ahead Of FM Licence Bid
Capital Radio’s alternative music station Xfm is to begin broadcasting on FM in Manchester from next month in a bid to build support for a licence application in November.
The station, broadcasting from August 2nd to 28th, will feature a mix of content from the London-based station as well as some local programming between 10am and 4pm. The station’s drivetime show, fronted by Lauren Laverne, will also be broadcast from Manchester in the second week of the month-long trial, as will station regular Richard Bacon.
The move echoes that of radio rival Emap, which launched a month-long trial broadcast of its Kerrang! station in the area earlier this year (see Kerrang Radio Prepares FM Broadcasts In Manchester). Kerrang! has also debuted its service in Newcastle-upon-Tyne and extended its digital coverage into the north of England (see Emap Expands Kerrang! Into Northern DAB Regions).
Emap are expected to go head-to-head with Capital over the FM licence in Manchester, however, Charlotte Soussan, head of marketing for Xfm was critical of Kerrang!‘s format, believing that Capital’s offering already has footholds in the region and is more likely to succeed.
She said: “We already have an audience in Manchester who listen on digital radio and on Sky and online, we have had e-mails from people already saying ‘oh my god you’re coming!’ so that’s welcoming!”
Commenting on Emap’s previous trials in the region, Soussan added: “From what I’ve heard they were there but no-one knew about it! The feedback I’ve had is that they didn’t do anything to support the RSL. Our output is more welcoming and wider while Kerrang is still pretty heavy. I think their speech output is also quite heavy at breakfast, which is not what I think kids would want, and they haven’t really invested in DJs, which obviously we have.”
Xfm’s trial broadcasts will be promoted through poster advertising in the region, with the station building awareness through outside broadcasts, sponsored club nights and a special edition of its X-Posure Live show broadcast from one of the city’s many music venues.
A section of Xfm‘s website will be dedicated to Manchester with information on the trial broadcasts, a schedule of programming highlights and guests as well as a list of events and competitions running in the area.
Commenting on the station’s expansion, Xfm‘s managing director Graham Bryce said: “Xfm has made no secret of its desire to build its business and brand nationally. We are very excited to be stepping up our commitment to this aim by putting together a month of activity in Manchester in advance of the advertisement of the new analogue radio license. It is important that we are able to assess and adapt Xfm‘s output for the unique Manchester market and we will be undertaking extensive local listener research throughout the period.”
He added: “Manchester is a very exciting city and the perfect marketplace for Xfm and detailed listener feedback will enable us to better tailor the station to suit local taste and needs.”
Xfm has enjoyed remarkable success recently. Currently available through FM in London and DAB, Sky and cable services nation-wide, the station saw its weekly reach increase by 10.4% in the three months to March, notching up a total weekly listenership of just under 680,000.
Capital Radio: 020 7766 6000 www.capitalradiogroup.com
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