Magazine article Marketing

IRN2 Format Stays under Wraps

Magazine article Marketing

IRN2 Format Stays under Wraps

Article excerpt

One of radio's most closely guarded secrets is the format of INR2 -- the UK's second national commercial radio station which will launch next March.

A Virgin/TV-am consortium won the franchise after the highest bidder Independent National Broadcasting bid an outrageous |pounds~4.8m for the licence. This bid was then turned down as not viable by the Radio Authority and Virgin's |pounds~1m bid went on to win the day.

There is a basic assumption that INR2 will be a rock station. But that isn't very helpful to advertisers who could equally expect a trendy Kiss format, a mainstream Capital FM or even a slightly more aged Adult-Oriented Rock format.

There are those in the industry who believe the biggest gap in the market is for the latter -- something to net the Phil Collins fan; the Q magazine reader.

Station managing director John Aumonier is keen to keep his format under wraps for fear of the commercial advantage he might find himself giving away to the BBC. …

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