Boom Radio - testing, testing...

I’ve been enjoying the warm sound of Boom Radio’s test transmissions.

It's a new radio station, founded by veteran radio executives David Lloyd and Phil Riley, which will launch on Sunday 14th February specifically targeting those aged 60-75.

There's been a recent shift in both the Radio 2 and BBC Local Radio music policies as they hope to attract more younger listeners. I wrote about this last year with a specific focus on R2′s new music playlist, at times, sounding more chart-driven than adult contemporary.

While Radio 2′s overall remit is 35+, it has to be more specific in targeting at any given time.

I want to scream at the mere idea of a mainstream music station thinking it can simultaneously appeal to a 35 year-old and a 75 year-old. Much of community radio makes this mistake. It doesn't work in the modern age.

I can understand moving R2 to a clear 35-54 focus to narrow the gap between itself and Radio 1.

While it's true that this demo is well-served by commercial radio, under its current funding model, the BBC has to offer something for everyone paying in.

Not to mention the degree of speech content (including many documentaries) and UK artists supported as well as specialist music programming that makes a BBC offering distinctive.

If the local network, valued most by older listeners, was actively targeting that main bulk of its audience, the Beeb would have all bases covered.

Of course the corporation needs to attract more young people to its services overall, but that doesn’t mean every outlet.

The reality is you cannot attempt to drive a new younger audience and, at the same time, keep the existing older one satisfied with the same product.

Anyway, that’s that one covered... back to Boom - with an ageing population and a core demo that’s growing, it looks destined for success if well-marketed.