Thursday, July 18, 2024
Home Station News Public respond to FM107.9 change

Public respond to FM107.9 change

by RadioToday UK
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The responses so far in reply to FM107.9's request to change Format to an over 45s easy listening station are available on the Ofcom website.

Out of the current 50 responses, two are in favour of the change, but a staggering 48 are against.

The two for the change are a Jazz Festival Organiser and current JACK fm advertiser – a local theatre owner who would benefit from advertising to the proposed age range of the station.

Most of the 48 negative responses do show an overwhelming enthusiasm for one particular programme on the station, Freerange Radio, which is a specialist weekly show playing Underground Music.

However, quantitative research carried out by the station in October and December 2009 found the majority of people would welcome a new commercial station for the area, playing easy listening music. It's not known if the same group of over 1,000 interviewees were asked if they support the idea of closing down a current station to make way for a new, older service.

Whilst half a dozen responses offer a simple one line reply, including a few solo "NO" answers, some others go into more detail:

There are plenty of national stations offering the style of radio proposed, and when you look at the target demographic of the current format for 107.9 and the high numbers of young people (in particular students) to whom this appeals in the Oxford area, it becomes apparent that these changes are wanton and unnecessary.

To change it into an over-45's station would be a devastating move for so many people. All other local stations in the area generally play softer, older music and there would be nothing left for younger people, and those who like their upbeat music. If a re-brand was mandatory then why not re-brand to Galaxy or Kiss?

I am sure that more could be done to improve the commercial viability of the current format – by focusing less on students and more on local people, and the excellent tourist trade which Oxford enjoys. Please don't force me to listen to Chris "biggest ego in the world" Moyles in the mornings.

The theatre manager writes:

As General Manager of The New Theatre in Oxford, I am a currently an advertiser with 106 JACKfm as their audience profile, concentrating on the over 35 male audience, suits our business well. Our strategic partnership with JACK continues to drive awareness and delivers results for me and our business. I am writing to support the change of format request for FM 107.9 to adjust their format to target an over 45 female audience, as I will now be able to funnel and direct further advertising & marketing spends with the new station sound. I am very excited by this possible change, as it will allow me to target an audience which is not currently available to me in Oxford commercial radio.

See all the responses to the [link=]proposed Format change[/link] on the Ofcom website [link=]here[/link].

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