Earlier in the year, under one pseudonym or another, I posted on a forum that 2009 would be the year of the revolution. Whilst Global went about the revolution of the former one network, I predicted we’d also see a changing landscape with the smaller stations.
I am NEVER right: so this morning I’m extra smug.
Having seen The Revolution bought by Steve Penk, Banbury Sound purchased by Dale Collins et al…Then Fire FM was bought – NOW Kick FM in Newbury was purchased yesterday by neighbouring Andover Sound. An excellent move if you ASK me, but not if you ask everyone.
You see, many in the radio industry are still of the opinion that radio stations can only be successful with large group support and with deep pockets. Perhaps that’s because we have different definitions of successful? Surely, if a radio station is turning a profit (or at least is ‘washing its face’) and is supported by a decent sized loyal audience, then it’s worthy of its place on the dial?
Groups like UKRD and Tindle have ‘looked up to’ their larger rivals like GWR/GCAP for many years now; mimicking their sound (albeit 5 years afterwards) and replicating their staff structures. What they failed to realise is small stations (with smaller profits) can’t support expensive Group Programme Directors with unreasonable chinese food habits. Why should, for example, Star Radio in Somerset pay £20,000 PA towards an MD, PD and Station Producer when the money could be spent more effectively ‘on site’?
That’s how these new ‘independent’ stations can succeed. By owning 2 or 3 neighbouring services, they can take advantage of the relaxed networking rules…retain local and regional resonance… hope to make a profit…all WITHOUT paying for unnecessary senior ‘trophy’ staff.
You can expect to see Tindle Radio sell more stations in the coming months, with UKRD-TLRC also looking to offload a few more sites before the year’s over.
Good luck to the new owners, and viva la revolution.
