Radio images that are hard to shake off
Capital FM is being relaunched because Radio Extra Bern had been struggling with a stagnant image, according to its creators.
Capital FM to replace Radio Extra Bern
(cf. Newsmail of 7.12.05). The time is ripe for a new channel,
because the capital region has an above-average number of listeners and
listeners would always switch from one station to the next, believe
those responsible. In a specially commissioned study
the reasons for this. "We know pretty well what we want to give the
We have to offer homeless radio users in order to retain them,
emphasizes Marc Friedli, Head of Audiovisual Media at Espace Media
Groupe, told Werbewoche. "This includes everything that a radio
is a combination of many different factors."
Radio Extra Bern was apparently unable to provide the radio listeners looking for
offer what they were missing; the quotas in recent years have been
below those of rival BE 1. What was the reason? Friedli and his team
had realized that the radio station was stuck in terms of its image
was. Making a change perceptible to the public was
difficult. "Extra Bern is liable, not rightly in my view, for a
dusty and conservative image," says Friedli. "Some did
us as a pop station, even though we haven't actually been a pop station for years.
have played a single hit." That's why they didn't want a
cosmetic relaunch, but a completely new start. The fact that
a new name was needed early on. And although the
new transmitters on the old frequencies, from the old premises and
from the old parent company (Espace Media), Friedli is certain that for
users will actually have an unprecedented listening experience.
Most of the old Extra Bern crew will also be on board
of the new radio, with the fresh people in the team and changed
role allocations, a new impression is also created in the moderation.
arise, Friedli believes. However, what Capital FM specifically
the details of the new concept, the makers do not want to reveal them until
shortly before the start of broadcasting on January 23, 2006. The new station
does not primarily want to give the second Bernese broadcaster, BE 1, but DRS
3 listeners: "DRS 3 is the bigger player, there are
simply more in terms of volume." The potential for a new
market participants lies somewhere between the current Extra Bern,
BE 1, DRS 3 and - marginally - also DRS 1.
Carole Scheidegger
(cf. Newsmail of 7.12.05). The time is ripe for a new channel,
because the capital region has an above-average number of listeners and
listeners would always switch from one station to the next, believe
those responsible. In a specially commissioned study
the reasons for this. "We know pretty well what we want to give the
We have to offer homeless radio users in order to retain them,
emphasizes Marc Friedli, Head of Audiovisual Media at Espace Media
Groupe, told Werbewoche. "This includes everything that a radio
is a combination of many different factors."
Radio Extra Bern was apparently unable to provide the radio listeners looking for
offer what they were missing; the quotas in recent years have been
below those of rival BE 1. What was the reason? Friedli and his team
had realized that the radio station was stuck in terms of its image
was. Making a change perceptible to the public was
difficult. "Extra Bern is liable, not rightly in my view, for a
dusty and conservative image," says Friedli. "Some did
us as a pop station, even though we haven't actually been a pop station for years.
have played a single hit." That's why they didn't want a
cosmetic relaunch, but a completely new start. The fact that
a new name was needed early on. And although the
new transmitters on the old frequencies, from the old premises and
from the old parent company (Espace Media), Friedli is certain that for
users will actually have an unprecedented listening experience.
Most of the old Extra Bern crew will also be on board
of the new radio, with the fresh people in the team and changed
role allocations, a new impression is also created in the moderation.
arise, Friedli believes. However, what Capital FM specifically
the details of the new concept, the makers do not want to reveal them until
shortly before the start of broadcasting on January 23, 2006. The new station
does not primarily want to give the second Bernese broadcaster, BE 1, but DRS
3 listeners: "DRS 3 is the bigger player, there are
simply more in terms of volume." The potential for a new
market participants lies somewhere between the current Extra Bern,
BE 1, DRS 3 and - marginally - also DRS 1.
Carole Scheidegger
