Station Profile: Star Radio
- Published: 16 July 2008 13:59
- Last Updated: 16 July 2008 13:59
- Reader Responses
Station fact file
Head office: Carn Brea Studios, Barncoose Industrial Estate, Redruth, Cornwall TR15 3RQ
Number of staff: 18
Owned by: UKRD Group
Key presenters: Mark Peters, Amy Bidwell, Ryan Taylor, Adrian Brookbank, Terry James.
Key producer: Colin McGuinness
Key executive: Darren Taylor – managing director
In a nutshell: "A local commercial radio station focused on delivering quality local content for the region. Punching well above its weight with regards to broadcasting awards already won and award nominations over the past 18 months." Mark Peters, programme controller
Most recent Rajars: reach of 28,400
Behind the Mic with: Mark Peters
Peters has worked with the UKRD group for three years and is currently programme controller for Cambridge's Star Radio. The station was nominated for commercial radio station of the year (with a total survey area of below 300,000) at the Arqiva Awards
Star Radio has gone through seven rebrands in the past 10 years. Has this prevented it from fully establishing itself?
It has been a hindrance. The general public don't listen to local radio at the level we'd really like them to and when you change a station's name it takes a while for them to get used to it. It did take us longer to get a foothold but we're now a very stable brand.
So, no chance of another name change any time soon?
No, I hope not. Anything could happen in the current climate but it's certainly not planned.
Is localness in radio in decline?
Absolutely. I've been in the radio industry for 10 years and, as time has gone on and consolidation has continued, localism has always been the thing that suffered. The reason we've been punching above our weight with things like award nominations is we've actually grasped this issue and realised how important it is that we are seen as a local radio station.
What do you think are the main reasons for that decline?
Localness went out of fashion for a while and became very twee. People wanted to sound bigger with the big playlists. The industry also lost sight of what local radio should be doing and went in the opposite direction. Radio listeners still want to know if the traffic lights are out at the junction they use every day. They want that kind of local interaction.
What's the toughest challenge for Star Radio?
Trying to compete at a much higher level than we should be able to as a small local station. Also, the great programme controllers of the future will be mini entrepreneurs and that's how I like to think of myself. You have to look at things from a financial perspective as well as a programming perspective.
How must commercial radio change to stay successful?
The industry is lacking in personality. Too many people turn up, push a few buttons and go home, which is basically down to a lack of passion. People have started losing their jobs so there's a lot of negativity around. The industry needs to stop, take a look at itself and then give itself a good kick up the backside to get things back to the way they should be.
