4FM to launch in October with ‘distinctive’ output

4FM, the radio station consortium consisting of Fox Radio Ltd., The Irish Times, Thomas Crosbie Holdings and Vienna Investments Ltd, have reacted to today’s news that they have been awarded a new multi-city licence by the BCI. 4FM is planning to invest €9.1m in the proposed multi-city station and plans to be on air by October 2008.

In the first year of operation, 4FM projects a 5.7% share of all adults and total revenue of €2.2m. The company expects to break even at the end of year four. 4FM will employ 47 full and part time staff and will spend €2m on an integrated marketing campaign during the station launch period. Over €200,000 has also been earmarked for continuous research, development and training.

“4FM will offer a truly distinctive music-driven radio service for the discerning 45 plus generation and will also broadcast a range of talk programmes in a unique presentation style that is specifically designed to engage the target listener,” the statement says.

70% of the daytime output on 4FM will consist of music spanning five decades. This will be interlinked with speech programming which will be presented in a contemporary style. 4FM say that they will not replicate services already in existence, but instead will broaden and add to listener choice.

Shows on 4FM will include ‘Breakfast on 4’, which will feature the latest news and events with comment, interviews and analysis from the breakfast team which will be presented in an informal yet informative style. ‘4 Noon’ will be a topical phone-in show featuring people in the news as well as listener debate. This will be mixed with music. ‘Tonight on 4’ will be a fast-paced news programme that sums up the day. It will feature a round up of all the latest stories, business news and sports reports. In addition 21 hours of specialist music programmes will be broadcast weekly. These include shows such as ‘All That Jazz’, ‘4 on Broadway’, ‘The Great American Songbook’ and ‘Soul Train’.

Weekend programming will include ‘Weekend Breakfast’, ‘The Saturday Magazine’ and ‘Just 4 The Weekend’.

The 4FM consortium is 100% Irish owned and consists of a diverse range of members from the Irish media sector who have vast management and business experience as well as a thorough knowledge of the Irish marketplace and a track record of launching radio stations. These include Fox Radio Ltd (which consists of shareholders Martin Block, Howard Block and Al Dunne. All three have a wealth of radio experience in management and programming), The Irish Times, Thomas Crosbie Holdings, Vienna Investments Ltd and Bay Broadcasting Ltd.

Martin Block of Fox Radio is leading the consortium and he is delighted that 4FM has won the Multi-City licence. He says: “We first submitted the idea for the “multi-city” radio station to the BCI over two years ago. We have a wealth of experience with this particular type of radio service and believe that we can make it one of the most successful radio stations in the country. 4FM is strongly backed by shareholders such as The Irish Times and Thomas Crosbie Holdings who are committed to the radio sector. The 45 plus radio audience is very under served across the country and we believe that 4FM can fill this gap. “