The Zurich unrest
Daniel Schifferle on new scope in the local radio market in the city on the Limmat
Daniel Schifferle on new scope in the local radio market in the city on the LimmatEnergy Zurich has already performed a minor miracle: the Zurich radio market has been given a lot of new scope in one fell swoop. The mutual embrace of the two competitors Z and 24 has blocked the development of Zurich's radio landscape. The grueling fight for market share has tied up forces for years and paralyzed the joy of experimentation. The best thing about the current repositioning is that Z is giving away the upper 15 years of its target group - an attractive audience package that is on a platter for redistribution. Resourceful radio producers now have the chance to grab a slice of the now homeless audience segment of 35 to 49-year-olds. But beware, the "surplus" audience of the former Z is not for free. In return, Energy Zurich wants to attract young listeners from other stations - DRS 3 or Radio 105.
Z had nothing left to lose, as shown by the marked loss of listeners in the latest half-year figures. But many other Swiss-German radio stations also lost their audience - DRS stations, on the other hand, have been gaining listeners for two years now. Private radio seems to have lost its enthusiasm in its 20-year history.
Fresh ideas are in demand.
It remains to be seen whether Energy Zurich has the best recipes. The people of Zurich are showing a great deal of trust by handing over full responsibility for the program to the NRJ Groupe.
The Basel-based company operates more cautiously. Although NRJ also holds shares in Basel One (formerly Edelweiss) and is represented on the Board of Directors, NRJ's recipes were hardly used in the current relaunch.
From the audience's point of view, however, the latest changes are ambivalent. Energy Zurich, and even more so the announced youth station, are courting the very young audience - radio in Zurich is completely mutating into a youth medium. In this environment, Roger Schawinski's proposal - a radio station for the over-35s - could soon find plenty of support.
> Daniel Schifferle, Head of Media
Z had nothing left to lose, as shown by the marked loss of listeners in the latest half-year figures. But many other Swiss-German radio stations also lost their audience - DRS stations, on the other hand, have been gaining listeners for two years now. Private radio seems to have lost its enthusiasm in its 20-year history.
Fresh ideas are in demand.
It remains to be seen whether Energy Zurich has the best recipes. The people of Zurich are showing a great deal of trust by handing over full responsibility for the program to the NRJ Groupe.
The Basel-based company operates more cautiously. Although NRJ also holds shares in Basel One (formerly Edelweiss) and is represented on the Board of Directors, NRJ's recipes were hardly used in the current relaunch.
From the audience's point of view, however, the latest changes are ambivalent. Energy Zurich, and even more so the announced youth station, are courting the very young audience - radio in Zurich is completely mutating into a youth medium. In this environment, Roger Schawinski's proposal - a radio station for the over-35s - could soon find plenty of support.
> Daniel Schifferle, Head of Media
