Smooth Radio To Go National
Smooth Radio is to broadcast across the UK on the Digital One DAB multiplex in the first of a number of steps parent company GMG Radio is taking to ensure the brand commands a strong national presence in the radio landscape of the future.
The investment in additional reach will provide advertisers with a much sought-after opportunity to target the 40-plus audience on both a national and regional level using radio. The move will position Smooth Radio as the second largest national commercial radio station, behind Classic FM.
One national Smooth Radio service will be created and broadcast across the UK on DAB and on the brand’s five FM stations and regional DAB services in England. The group of stations already replicates or simulcasts the majority of programming, but recent regulatory changes in the Digital Economy Act provide an opportunity to give listeners a truly national service. By broadcasting on National DAB, Sky, Freeview and Freesat, Smooth Radio will provide a strong commercial alternative to BBC Radio 2.
Listeners on the FM and regional DAB services will continue to receive regional news, travel, weather, and commercial messages.
Smooth Radio will continue to play the distinctive, soulful music that its weekly audience of 2.6 million adults* have grown to love and it will be supported by a line-up of both new and familiar presenters. The service will be broadcast from GMG Radio’s Manchester headquarters and simulcast across London, the North West and the North East of England, the East and West Midlands. A separate service for Glasgow will continue to be delivered locally during drive times. The schedule will also include specialist music content and documentaries. These changes will lead to a reduction in the number of programming, news and other staff across the business, and the company is in consultation with those affected. Local sales teams will continue to operate in each area.
Stuart Taylor, Chief Executive of GMG Radio, said: “The future of radio is all about establishing strong brands, available across multiple platforms, and the future for Smooth is as a truly national station. This deal with Digital One will enable Smooth to develop into one of the strongest names in UK radio.
“We regret the impact this will have on our people, but this new approach means Smooth Radio will be even better placed to serve its listeners and advertisers, more cost-efficient as a business, and in prime position for the digital future.”
Source: RAJAR/Ipsos-MORI/RSMB, period ending 28th March 2010, all stations and groups results are reported on their specified reporting period and TSA