Consultants hired as Radio Ireland signals change

Radio Ireland has given the first clear signal that the formula which has failed since its launch last March is likely to be ditched for a more entertainment-driven approach. The struggling station has hired the producers of various programmes fronted by "shock jock" broadcaster, Chris Evans, to advise it in the run-up to the launch of its new schedule next month.

The move coincided with the unexpected resignation of the station's controller of programmes, Mr John Caden, and the temporary loss of one of its most well-known presenters, Emily O'Reilly.

Mr Caden surprised executives at the station when he told the chief executive, Mr Dick Hill, on Monday night of his decision to leave. He had joined the station from RTE shortly after its launch.

Ms O'Reilly has left the morning Daybreak programme, which she co-presented, for domestic reasons. She is likely to front a mid-day news programme from next month.

Station staff were told at a meeting yesterday of Mr Caden's resignation and the decision to hire Mr Geoff Holland and Mr John Revell of Ginger Radio Ltd as consultants to work on the new schedule.

Their production company is responsible for British TV programmes such as Don't Forget Your Toothbrush and TFI Friday, both presented by Chris Evans, whose zany, "in-your-face" style has won him legions of fans and critics alike, and has made him one of Britain's most highly-paid entertainers. Mr Revell was also behind the hugely-successful BBC Radio One Breakfast Show presented by Mr Evans before he fell out with station executives.

Radio Ireland bosses have spent the past 10 days examining the results of a market research study launched in the wake of its dismal start-up performance. Last month's Joint National Listenership Research (JNLR) figures showed the station reached just 1 per cent of the national audience in its first three months.

The station informed the Independent Radio and Television Commission (IRTC) yesterday that it would not be in a position to furnish it with a new schedule - which will be based on the survey results - until next month.

The schedule is certain to be more entertainment-driven than the current one. The Murray and Mackey programme, for example, whose comic appeal has won it critical admiration but few listeners, is to be moved from its midday Saturday slot to a daily morning position.

Advertisers yesterday welcomed the likely direction heralded by the hiring of Chris Evans's production team. "If they're taking a more zany approach, and it strikes me with the resignation of John Caden that that's what they're doing, I think it's the correct one," said Mr Padraic Guilfoyle, managing director of Media Guilfoyle Communications.

Ms Debbie Kennedy, media controller with Arks Limited, gave a "hesitant" vote in favour of the apparent new direction. She stressed that if the station was going to "go down the Chris Evans road" it would have to do so without alienating the 25-to-44 age group considered crucial by advertisers. The main appeal should not be to lower-spending younger listeners.

She also expressed concern that the new schedule will not be ready until next month, as advertisers were already working on plans for October, November and December. "I would say to get it (the schedule) out as fast as they can. This is the time of year when they can make most money and if you're not in the advertising agencies' plans when they're drawn up, it's very hard to get in later."