------------~----~- -- -- -
Concrete, Wednesday, May 26, 1993
7-
Features
It's Virgin on golden oldi~~s as Branson takes to the airWaves Niall Hampton examines the launch of Britain's newest radio station, Virgin 1215 AM Two weeks ago, Britain's newest national commercial radio station was launched unceremoniously from its London headquarters. Virgin 1215 AM, the only national rock channel, opened with a specially recorded version of 'Born to be Wild' by
INXS. Listeners to Virgin's opening hour would have heard a continuation of its AOR (adult orientated rock) programming, with, inter alia, songs by Queen, David Bowie and Jimi Hendrix proving a vivid contrast with the equivalent Radio One offerings of Snow, Shabba Ranks and Lenny Kravitz. Virgin 1215 is the first national commercial radio station to be launched since Classic FM hit the airwaves with great aplomb last year. Initial observers, and indeed listeners, may have thought that Classic FM would be BBC Radio 3 's only competitor, but it has since been argued that they complement each other. Classic's more populist approach to classical music, which has caused no end of amusement to purists, contrasts vividly with the 'establishment' delivery and content of Radio 3. Clearly, there seems to be room for two national radio stations that cater for the same musical genre. Richard Branson' s latest venture - having conquered British Airways, he is now mounting a bid to conquer British airwaves - is inevitably bound to be a success. This is ensured by the content and status of Radio 1, which has changed considerably in recent years, and has marginalised some ofits older listeners as a result. However, the problems that face Virgin 1215 concern firstly the fact that it broadcasts on medium wave in mono. Radio 1, despite all its banality and smug psued<KOmmercialism, enjoys the benefits of an FM stereo broadcast, using music largely from COs. Branson has thought of a way to circumvent this prob-
lem, audaciously suggesting at Virgin 1215's launch that the BBC should 'donate' Radio 4 's FM frequency in return for Virgin's MW one. Considering that Radio 4 is
Virgin 1215 is the first national commercial radio station to be launched since Classic FM all speech and news magazine material, this suggestion has its merits. Unfortunately, Branson is constrained by the lunatic radio broadcasting legislation that operates in the UK: 1990's Broadcasting Act states that the one national commercial station broadcasting on FM has to be music other than pop or rock. In addition, Branson faces another problem in the shape of the London Rock Radio (LRR) consortium, who are at present attempting to obtain a broadcast licence. Although not a national station, LRR could theoretically take 1/3 of Virgin's audience. So, despite all the conjecture, how is Virgin 1215 actually shaping up? I listened to a whole hour ofVirgin 1215's midday show which featured a 'triple decker' (three records played back-to-back suggested by a listener) and the 'music marathon' (consisting of six records played back-toback in a similar manner). Music as 'diverse' as Dire Straits, Bowie, Otis Redding, Gary Moore, Robert Palmer, OMD, New Order and Icehouse were given an airing. There was no half hourly news bulletin, a la Radio I, and Virgin's programming brief states that the music played is "lyrical rock" delivered as part of a "much more music" policy.DJs on the station include Richard Skinner, TommyVance, Chris Evans and Emperor Rosko. Advertising is kept to a
minimum (thankfully) and is nowhere near as irritating as other commercial radio stations. Listeners familiar with Capital Gold in London will find Virgin 1215looselysimiIar although the latter's music 'starts' from circa 1967. What did students think about Virgin's programming and content? Steve (EUR1) thought that it was ''Just one for the 9ldies", whilst Brett (SOC3) said that, "I do not forsee Virgin undermining Radio 1'sstatusasthenumber one commercial national radio station in the UK.'' Dominic (SOC 1)thought conversely that, "It is the shape of things to come." Virgin 1215's AOR programming and its return to the 'popprattle' formula now eschewed by Radio 1 does seem rather dated. Yet, this is the specific aim; Branson is attempting to catch listeners from the 25-34 age range (essentially the 80s yuppie generation), something which it appears he will do quite easily. Indeed, Radio 1 controller Johnny Beerling, speaking on the day of Virgin 1215's launch, feared that Branson could poach many of Radio 1 's older listeners. Despite an inauspicious launch, Branson 's Virgin 1215 looks set for success, as it seems to provide its listeners with what they want. Although the music played will not be to everyone's taste, its targeted audience are many, and reachable nationally. If Branson could make a swift change to broadcasting on FM, then he is, quite literally, on to a winner, competing with, but not complementing, Radio 1. Yet the birth of Virgin 1215 has brought the whole future of radio broadcasting in the UK into debate; the BBC has annexed 70% of the FM airwaves over the years - a farcical situation. Branson's tenacity with the advent of Virgin 1215 surely has to force a radical review of thesituation. Open the airwaves: this surely has to be the message to the Government.
~
always remem er
condoms REDUCE THE RISKS i\KE CONTRO
0
!!
DIRECT TO YOr BY RETCR\ OF POST (DISCREET PACK.-\GI\G) :E:I..__. :E:C::: """""~ <::> ::r----.J I C::: _p..,._ I..__. I____.~ """""-:E: .S """"" -:E:I:>
Tested to International Standards includin Classic R.ainbovv Flavoured Cocktail
Our • r . n c l • r d c~nclo,... -
N a t u r a l ,.,._..... IIVIth
•lllco~ lc.~brlc:•nt.
BS 3704