There are lots of different types of radio stations. However, there are more of some types than others. For example, there tends to be lots of stations play pop music, as there should be since pop does stand for ‘popular’ .
When people come to talk to us about operating a digital station, we often talk about our experiences of having stations focused on something specific, which could be a geographic community or a community of interest across a larger area. The key thing is to differentiate the new station from what else is out there. Oh, and also to give it a good name that says what it does. For example, if you were after young pop music and were flicking through 50 stations on DAB for the first time, which would you stop on Core or Smash Hits?
When we started Folder Media, we had no great desire to be involved in actually providing ‘broad’ radio stations that appeal to lots of people. There are, after all, lots of companies that already do this, and do it very well.
What we did want to do, though, was to get involved with companies providing services for specific niches. This is an area where we can apply our knowledge of operating very cost efficient, clever radio stations for particular groups of people. We also felt we were in a good position to help with distribution of stations across different platforms. As we have relationships with all parts of the broadcast chain, we think we’re good a striking the right deal for the right kind of coverage.
For example, the Highways Agency runs a service called Traffic Radio. Well, rather than run the radio station themselves, they subcontract its production to Global Traffic Network who themselves work with a number of parties. It’s an interesting model and I think one we’ll see more of. Part of the Highways Agency remit is to ensure that motorists have the right kind of information – what better way of distributing that than through the radio.
Folder Media works alongside Global Traffic Network and All in Media to deliver a high quality radio station to their specification. We are responsible for the distribution of the service, ensuring that the right feed goes to the right part of the country on DAB digital radio. We also make the service available on the internet and manage a number of short-term RSLs for the Highways Agency.
For more information, please contact Matt Deegan at Folder Media.
Picture from Keenan Pepper