Young Versus Old In Battle For Liberty Licence

Just as there was in the East Midlands recently, it seems there will be a battle of young versus old as applications are considered by the Radio Authority for the London AM licence currently held by Liberty Radio. At the closing date yesterday it was thought that at least one applicant- Saga radio- is aiming to please an older generation of listeners, while another, Abracadabra!, is going for the youngest listeners.

Abracadabra wants to build on its DAB digital radio presence in London, offering a radio station for children aged 10 and under, along with their families, carers and teachers. It will play a mixture of music and speech aimed at children, along with parent-orientated entertainment and information. The station counts GWR group among its backers.

However, in the East Midlands, where a Capital/Disney bid also proposed a children’s service, it was Saga’s offering for older listeners which won out (see Eldest First In Battle For East Midlands Radio). Saga is also looking to gain an analogue foothold in the capital and will hope to replace Liberty with its easy listening operation.

The media and advertising world still tends to favour and pursue young adult audiences, yet as the baby-boomer generation matures, the elderly population is set to expand, and is thought to control a large proportion of the UK’s wealth. Saga’s magazine registered a circulation above 1 million in the July-December audit, while the group claims to have reached its 12 month audience target for its Birmingham FM licence in only five months.

Abracadabra: 020 7344 4837 www.abracadabraradio.co.uk Radio Authority: 020 7430 2724 www.radioauthority.org.uk Saga Radio: 01303 771003 www.saga.co.uk/radio

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