Radio To Go case history: BRMB-FM and Xtra-AM
Background
In the late 80s, UK radio operators split their FM and AM frequencies. The Midlands Radio Group, then owners of BRMB, created a Gold service, carried on the AM frequencies of BRMB in Birmingham and Mercia Sound in Coventry, leaving the FM services to carry the existing CHR services. As Head of Music at BRMB, I took on programming at Xtra-AM, as Selector was rolled out.
Objective
BRMB was a conversion; Xtra was new build.
At BRMB, the first goal was to first replicate existing programming, then introduce presenters to new methods, and finally to define new structures, working with the programme director. At Xtra, the programme structure was closely defined by the programme director, with a core repertoire tested in research. This gave a much more precise brief. From midnight to 6 am, the services shared programming output, using a mix of material that was already common to both stations, along with the most appealing repertoire from both libraries.
Approach
At BRMB there was resistance to centrally imposed schedules. This was not unusual at the time. Xtra-AM’s brand new Selector implementation was straightforward. At BRMB, the approach was to have an answer for every question or doubt. This meant an early and deep immersion in Selector. Every step was taken in exhaustive consultation with presenters. This was in fairness to the presenters, whose entire way of operating was being turned upside down. But a direct consequence was that the BRMB schedule developed more slowly as a result. Developments accelerated after Xtra’s first listening figures, which outstripped BRMB’s: this showed that well-planned programming generally appeals more that improvised output, assuming equally appealing repertoire. However, it’s worth looking at RTÉ lyric fm to see how a collaborative approach can work successfully.
Result
Xtra maintained its success for its entire existence (the station was later replaced by Capital Gold). But BRMB did catch up, as its programming was steadily overhauled to reflect listener tastes, using audience research (BP&R software). By the time Capital Radio bought BRMB and Xtra, BRMB was, for the first time, locally outdoing then national market leaders Radio 1 both in audience numbers and audience satisfaction. However, BRMB could have got there sooner.