Type of innovation: Launch of the UK''s first Adult Alternative radio station.
Company Name: Original 106fm
Company function: Radio Media/ Service delivery
Function of Innovation: Establishment of a new regional radio station, based in Southampton and broadcasting to the Solent region taking-in Bournemouth, Winchester, Portsmouth, Chichester and the Isle of Wight. Original 106fm started broadcasting on October 1st 2006
The Original format is totally different, (and measurably so), from any other commercial radio station in the UK. In awarding the licence to Original 106fm, the broadcasting ''Super Regulator'', Ofcom, acknowledged our monitoring of existing stations in the region, which showed the extent of musical duplication amongst those stations. Our research had suggested that listeners were aware of this too. People spoke about the repetitive nature of station playlists and the reliance on â?~X Factorâ?T type acts with little musical credibility. So we devised our unique musical proposition to create something totally different. A station that''s distinctive, innovative and appealing to people who love their music and enjoy the occasional surprise. Original 106fm is also the only radio station in the south broadcasting regional news live 24 hours a day.
Who will benefit what has it achieved? Right from the outset Original 106fm received a passionate response from target, (30+), listeners. The first official Rajar industry research is published on May 10th 2007.
As well as providing the region with its only 24 hour news service, Original 106fm also believes in involvement at grass roots level. Since launch the station has broadcast from no fewer than 20 different places of interest per month. A particular highlight was the week of live broadcasts from the Falkland Islands as a precursor to the 25th anniversary of the conflict later this year.
Development and support: The format was originally conceived three years prior to the licence award. The broadcast license was awarded by Ofcom on 5th September 2005. Original 106fm was one of 14 companies to apply for the license.
The business is wholly owned, (therefore underwritten), by CanWest MediaWorks UK Ltd., a subsidiary of Canadian media giant CanWest Global.
We have since been successful in winning two additional licences from Ofcom. These are in Bristol and Aberdeen. We are also exploring options for rolling out the Original format as a multi platform digital brand.
Collaboration: We have a reciprocal deal in place with Meridian during which the Meridian Tonight presenters appear during our afternoon show each day. Our national and world news provider is Sky News Radio.
Awards received: Our Programme Director, John Evington, has been nominated as National Programmer of the Year and Southern Programmer of the Year in the industry ''X-Trax'' Awards. We have also entered several programmes and individuals in this year's Sony Radio Academy Awards.
Website address: www.original106.com
<< Back to Case Studies