UTV-owned radio station Lite FM has begun a radical transformation, with new presenters, a €1 million marketing budget and a new name, Q102.
The station will now try to address falling ratings as the Dublin radio market threatens to reach saturation point. The decision to drop the Lite name and seriously alter its programming is a dramatic step for the station, which was bought out two years ago by UTV for more than €15 million.
Q102 managing director Mr Scott Williams admitted listeners no longer had an "affinity" with the Lite brand. "It had got a little tired," he told reporters in Dublin. Speaking at the launch of the station's new name and identity, he said Q102 could capture a 9 per cent market share during 2004. Lite FM's average market share in 2003 was 5 per cent. Q102 was the name of a Dublin pirate station in the 1980s.
Asked where the new listeners would come from, Mr Williams said "all radio stations".
With two new licences to be introduced to the Dublin market, Mr Williams admitted the market was in danger of becoming too crowded, but he insisted Q102 could keep old Lite FM listeners and attract new ones.
The station has also signed up new broadcasters. Big Brother star Ray Shah, former MTV presenter Emma Ledden and DJ Dusty Rhodes have all joined. While these are generally associated with youth TV and radio, Mr Williams insisted Q 102 was still aimed at over-35s, as required under its contract with the Broadcasting Commission of Ireland.
The launch of the new name and identity was unusual even by Dublin radio industry standards. Shah took over the Lite FM studios and played a Muppet Show song continuously all morning. Instead of the name Lite or Q102 coming up on radio displays, the word "Muppet" simply appeared.