NEWS: GWR GROUP'S NEW COMMITMENT TO 'LOCALNESS' PRECEDES RE-APPLICATIONS FOR ITS 16 LOCAL RADIO LICENCES by GRANT GODDARD

www.grantgoddard.co.uk March 1992

New programmes, new presenters and increased local content are to be introduced this month on GWR Group's West Country FM radio services. Local programming on the Bristol and Bath transmitters has, until now, been limited to weekday breakfast shows, complemented by a relay of GWR's Swindon FM station the remainder of the time. By the beginning of April, the Bristol studios will originate 68 hours per week of local shows, scheduled from 6am to 6pm on weekdays and for eight hours at weekends. Swindon's local output will be similarly expanded. GWR's Simon Cooper, former Station Director of the Swindon operation, has been switched to the same post at Bristol, and plans to recruit two or three new presenters for the expanded service. "We decided that 'localness' is a major USP [unique selling point]," he explained, "so we are going to major in it in both Bristol and Swindon." Local appeal has been the cornerstone of competitor 'Galaxy Radio's success in Bristol. Its latest JICRAR audience data shows a near threefold increase in hours listened over the past year. "What we've attempted to do," said Galaxy's Station Organiser Keith Francis, "is design a radio station with a good sound that reflects Bristol as much as possible." Galaxy's current 5.5% market share is undoubtedly growing at the expense of GWR's Bristol FM service, though the group declines to publish separate JICRAR figures for its two West Country areas, or for its FM and oldies AM services. GWR's move towards local programming precedes the expiry of its Bristol/Bath licences in October 1994, the first of ten FM and six AM frequencies for which the group has to re-apply. 'Great Western Radio' had been the result of a merger in 1985 between Swindon's 'Wiltshire Sound' and ailing Bristol franchise holder 'Radio West'. Both stations were re-launched, Bristol and Swindon with 40 hours per week of dedicated programming, and Bath with 25 hours per week. The Radio Authority has since amalgamated Bristol and Bath into a single licence and GWR had scrapped distinct programming for Bath. Its decision now to more than triple Bristol's local output pre-empts The Radio Authority's insistence that future licence bidders demonstrate commitment to local programming. "What is happening to the old ethos of Independent Local Radio with all these groupings going on?" asked The Radio Authority's Chief Executive Peter Baldwin rhetorically at last year's Radio Festival.
News: GWR Group's New Commitment To 'Localness' Precedes Re-Applications For Its 16 Local Radio Licences page 2 1992 Grant Goddard

"In the past, I have been assured that 'regionalisation' will not result in any loss of localnes," he continued. "In some instances, it is true but, in others, it barely exists." The Authority recently dismissed a listener's formal complaint that Southern Radio no longer carried the promised local service on its Eastbourne transmitter. But the reply noted caustically that this licence expires in 1996 and stated: "Financial viability, programme promises, local links and the broadening of choice would be important factors when considering any applications which resulted from re-advertisement." GWR's sudden commitment to local programming anticipates similar likely moves by other multi-station groups in the run-up to the mid-90s licence renewal bazaar. Peter Baldwin has pointed to Radio Authority research showing local news and information to be the programming characteristic most enjoyed by listeners. "Anyone who drops this quality within their local radio service," he noted, "is asking for trouble." The message is writ large on the walls of Brompton Road for the networks to see.

[First published in 'Broadcast' magazine as 'GWR Goes Local In Licence Fight', 13 March 1992]

Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk

News: GWR Group's New Commitment To 'Localness' Precedes Re-Applications For Its 16 Local Radio Licences page 3 1992 Grant Goddard