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Another week ends by Donnach O’Driscoll

August 11th, 2008

Posted By adam

We’ve had a frantic time since TIML Radio first walked into Golden Square just 30 working days ago. Each one exhausting but hugely enjoyable.

Where are we now? Well, already we’ve begun teasing the audience on-air with the notion of change and letting our audience both on-air and online know that the things they love about their chosen station will still be here. They will, of course, include our celebrated presenters like Christian O’Connell, and such things as our unique relationship with live music - and real music. I’m sure you’ll agree that our strategy of bringing our existing audiences with us through the journey and gently evolving the new product stands the best chance of both hanging on to our audiences and then building upon them. The growth will be fuelled by some new appointments to complement our existing team, and a healthy array of new initiatives we’re close to announcing.

Our launch plans are advancing - including the largest marketing plan this business has ever seen. We’re encouraging trial in a big way - and, without saying more than I should, we think the campaign itself may grab some headlines. We’re through the analysis stage and now onto the more exciting phase of selecting creative and media. And, of course, adding the new name to label the brand we’re building.

We first walked through the red front door at Golden Square to a great team of people running the UK’s biggest commercial radio station amongst 15-44s. We’re re-painting that door - and similarly putting a new gloss on everything we do too. Our ambition is clear - to be a major UK music entertainment brand - with a hugely successful and distinctive radio station as a key part of that.

As ever, we’ll do our best to keep you in touch.

Donnach

5 Comments

  1. Niko (from Manila),
    August 11th, 2008 at 9:50 am:

    As “Photograph” plays for a second time in six hours - I am genuinely excited!


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  2. Serena Maya,
    August 11th, 2008 at 10:55 am:

    Waiting patiently for The Big announcement - although i think i’ve worked out THE NEW NAME already..! serena : )


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  3. Marty from new yawk,
    August 11th, 2008 at 12:52 pm:

    I’m starting to hear some tracks on the station that I’ve seriously not heard for ages or not heard at all on Virgin Radio ever.

    The change is refreshing (so far).

    However, as someone who has been fired several times (go figure?), I remain concerned about the status of the current presenters and staff. To the extent you are terminating someone, please have the decency to inform them sooner than later so they are not led down a primrose path.


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  4. Niko (from Manila),
    August 11th, 2008 at 1:21 pm:

    Marty,

    Indeed I’ve been hearing variety, and songs I haven’t heard on the station in a while - still Virgin-ish, but I understand change doesn’t have to be that drastic. I say, patience.


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  5. Tim Abbott,
    August 13th, 2008 at 11:26 am:

    I couldn’t find anywhere to post this question so I thought I’d put it here… can someone explain your thoughts on the future of the London FM service? Will a new brand bring a new service onto 105.8, or a more thoroughly localised offering?

    My view is that the 24/7 rebroadcast of the national output is a waste of an FM channel in a congested city. Virgin Radio UK has widespread and innovative use of digital distribution (DAB, web, Digital TV) to overcome the limitations of AM transmission and yet there are other brands within the stable which have either been placed entirely on local DAB distribution (VR Classic Rock) or pulled from air completely (Groove) whilst 105.8 operates as a rebroadcast.

    I’d love to hear what the 1GS crew think about these things.


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