The key word was vibrant - "vibey", even - as a succession of sharp-suited applicants made their pleas for Dublin's new "youth-oriented" radio licence.
Sparkling audiovisual aids and thumping music were among the other features of yesterday morning's public hearings before the Independent Radio and Television Commission (IRTC).
The licence has been labelled the "dance" category, and no one who waltzed into this ballroom was arguing. They represented four applicants: Spin FM, Pulse FM, Storm FM and Red FM.
The Pulse FM consortium, which includes the U2 manager, Mr Paul McGuinness, highlighted its continuity with an unlicensed dance-music station now off the air, Pulse 103. "Pulse FM is now going straight, in the great tradition of pirate-radio broadcasters becoming legitimate, " Mr McGuinness said.
Yesterday's Pulse presentation had a typical emphasis on humour, street cred and high technology. Its sample news broadcast, called NewsLink, began with a voice intoning: "Downloading essential news and information from around the world."
Pulse's would-be programme controller, Mr Daragh O'Sullivan, was asked by the IRTC chairman, Mr Conor Maguire SC, how the station's proposed breakfast show, The Big Horn, would differ from existing programmes on local radio. "Our programme will be actually funny, " Mr O'Sullivan replied.
Another U2 figure, the guitarist Dave Evans, better known as The Edge, was among the speakers for the Storm FM consortium. "Spreading news about new music, new artists, is radio's most important contribution to popular culture," he said.
The chairman of the Storm FM consortium, Mr John Reynolds, said: "Fifteen- to 34-year-olds have become cultural refugees."
The Spin FM consortium, chaired by an accountant, Mr Ossie Kilkenny, boasted the youngest and most female team of pitch-people. Ms Nuala Canning, its sales and marketing manager, said: "We know what this audience wants to hear, but more importantly we know what they want to be identified with."
Spin's team emphasised the fast-changing fashions which characterise the youth audience. Spin's programme controller, Ms Siona Ryan, said: "Trance has been the musical phenomenon of this year. But by the time winter hits, trance will be over and R&B is going to be the big thing."
The Red FM presentation, with a team all in bright red shirts, was the most hard-nosed. Its sales and marketing manager, Ms Jill McGrath, said it would "piggyback on the resources" of the existing stations involved in its bid.
Today's hearings will see four presentations in the "music-driven, 35-plus" category.