Can you imagine the above headline with the word ‘youth’ replaced with ‘old’? Nope, neither can I.
The UK’s Channel 4 is biding for the second national digital radio multiplex and has said the group will: “secure radio's future by wooing back listeners under 45 with a 'level of marketing never before seen in commercial radio”. Well that’s great, I can sleep safe in my bed tonight.
I get the feeling that radio has a pretty good future without the good graces of C4. So what has C4 got on offer?
E4 Radio (interactive music) for 15- 29 year-olds.
Channel 4 Radio (contemporary speech-based) for 30- 54 year-olds.
Pure4 (for music lovers) with a “mission to identify new talent”. Sounds young to me.
Talk Radio (opinionated presentation) No age defined.
Closer (current and classic chart music) women 30 and over.
Sky News Radio (rolling TV news to radio) No age defined
Sunrise Radio (music-dominated) for Asian audiences
Virgin Radio (fun-loving, fearless women) 15 and 30 year-olds
Original (album-led) for 40- 59 year-olds
Radio Disney (kids stuff) for children
I think we can safely say that any advertiser with a remote interest in the 50-plus might be best advised to look somewhere other than C4 Radio. Dick Stroud
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