Magazine article Marketing

Easy Melody Tunes into Grey Matter

Magazine article Marketing

Easy Melody Tunes into Grey Matter

Article excerpt

Melody FM launched two years ago as part of the guinea-pig explosion in London radio. Its managing director, Sheila Porritt, says her easy-listening station has broken all the so-called golden rules of radio.

It has been on the air two years now and, apart from a blip in the most recent set of research results, has seen a steady climb in audience.

Melody Radio feeds off older listeners (45+) who, it says, have been disenfranchised by radio. It does so through a no-DJ, easy-listening format. The station prides itself on playing 450 music tracks a day. "Most stations play that number in a week," says Porritt.

There is a creed in commercial radio that you must be seen to be expanding listener choice. Every station has a vested interest in saying it is pulling listeners from the BBC and not crossing over with existing ILR. The point being that similar formats could be under threat in the re-licensing process.

Melody is no exception, stressing that its big competitors are R4, on the speech side, and R2.

Porritt admits that its 40% drop in audience could be down to tampering with programming: "It showed we'd got too experimental and a bit remote. …

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