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Article: Classic FM set to woo musical youth: Britain's most popular commercial radio station is rebranding to attract a younger audience. Caroline Parry reports on the channel's changing face. (Media Analysis).
- Article from:
- Marketing Week
- Article date:
- December 5, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Classic FM, traditionally an upmarket and mature brand, is re-inventing itself by overhauling programming and launching a digital TV music channel in a bid to attract younger listeners. The revamp comes in the wake of the closure of another classical digital TV station, Digital Classics, after only 12 months. It claimed it was seen off by the advent of BBC4.
As the UK's most popular national commercial music station, Classic FM, owned by GWR is not short of listeners and, according to the latest Rajar figures, is way ahead of the two other national commercial stations TalkSport and Virgin Radio. But fewer than a third of Classic FM's 6.7 million listeners are ...