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Ofcom City Talk

City Talk to play music as Ofcom grants new format

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By The Drum Team, Editorial

May 12, 2009 | 3 min read

Ofcom has allowed Bauer Media's all-speech Liverpool radio station City Talk to change its format to include music outside peak times.

City Talk, the only commercially-owned speech station outside London, trumpeted its unique model when it launched in January 2008. But it has struggled to engage advertisers and applied to Ofcom in March to introduce 'soft pop led' music into its schedule outside peak times.

Although the regulator has approved its request, it has granted the application on the proviso that the station provides 100 percent speech programming at breakfast and afternoon drive focusing on news, information, features and discussion. It must also not share any programming with fellow Bauer owned Liverpool station Magic.

During weekday daytime, the station will provide a mix of talk and soft pop music during which, it says, the speech content “will generally not fall below 50 percent” of its output.

Ofcom made its decision after receiving 42 responses from individuals and three local radio licensees during a 30-day consultation period. 13 respondents were in favour of the request being granted and 29 (including the three local radio licensees) were against it.

The majority of those against (25) said Bauer should hand back the licence, arguing that music would narrow the range of radio programmes available in Liverpool and that if Bauer did not want the station, it should be re-advertised to allow competitors to have a go.

But Richard Maddock (pictured), station director for City Talk, said the decision was “welcome news as it provides clarity”.

“The team will now look at the business plan, review our current market situation and consider the implications of the Ofcom decision," he said.

“On behalf of everyone at all the City stations, I’d like to thank Ofcom for their decision and also thank everyone that has supported our format change request through the 30 day public consultation period."

The station is also required to continue broadcasting a Saturday afternoon sports programme and a late-night phone-in five days a week.

Ofcom City Talk

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