Battle of the radio games

More details of FM104’s ‘Biggest Ever Radio Game’ have been revealed. The Dublin station are now running promos saying that €1m will be up for grabs, with cash prizes to be won every day. The game will launch on Monday morning.
Not to be outdone, rival station 98FM – who recently ran the very successful “Find The Fugitive” competition – will also be launching their own “Million Euro game” this coming Monday. The idea is to confuse FM104 listeners, and to hold on to the initiative gained following the ‘Fugitive’ promo. Full details will be revealed on 98FM on Monday.
The battle to attract, and keep, listeners in the Dublin area is a tough one. 98FM were the top station in the last JNLR, and their lead over second-placed FM104 is very likely to have increased into the next six month JNLR period following the hugely successful “Find the Fugitive” promotion, in which listeners (with the help of clues given out on air) searched the streets of Dublin for a ‘runaway’ willing to hand over huge cash bounties to his assailants. Up against the ‘Million Euro game’, along with the ‘Foxy Jock’ competition – which is also presently running on 98FM – FM104 will need instant success with their new promotion.

Newspaper: Radio station 98FM spins pre-tax profits of €856,929

Irish Independent
Radio station 98FM spins pre-tax profits of €856,929

Irish Independent – February 3rd 2004

Radio station 98FM spins pre-tax profits of €856,929

 Pre-tax profits at Denis O'Brien's Dublin radio station 98FM more than doubled in 2003 to €856,929, recently filed accounts reveal.

Pre-tax profits at Denis O’Brien’s Dublin radio station 98FM more than doubled in 2003 to €856,929, recently filed accounts reveal.

Gross profits were up in the year to €4.1m, from €3.6m, and administration costs increased only slightly to €3.27m from €3.19m.

The company had shareholders’ funds of €4.6m at the end of the year.

The company, registered as Radio Two Thousand Ltd, had a €3.7m investment in Newstalk and a €1.2m investment in youth station Spin at the end of 2003. Newstalk owed the station €68,000 for expenses incurred on Newstalk’s behalf.

The company is now the majority shareholder in Newstalk, and recently got approval from the Broadcasting Commission of Ireland to buy out all of Spin.

The accounts also show that 98FM paid a management fee to Communicorp, which is controlled by Denis O’Brien, of €686,929, unchanged from the previous year.

Communicorp, which is Mr O’Brien’s radio vehicle, is due to file accounts shortly.

A further €158,411 was paid to Communicorp for rent on the radio station’s premises at Grand Canal Quay, and almost €50,000 was paid to Rock Solid Transmission, also controlled by Mr O’Brien, for transmitter site rentals.

Radio Two Thousand employed 56 people during the year, and 22 of these were in sales and marketing. Total salaries were €2.6m and directors’ salaries were €116,808.

The directors’ report states that revenues and profits were expected to grow in 2004. The station started broadcasting in 1989, and its licence was renewed by the BCI in 2003.

Samantha McCaughren

‘Desperate’ stations launch similar promotions

Two of Dublin’s top commercial stations have launched virtually identical competitions which are based on an American tv show. 98FM is looking for Dublin’s ‘Most Desperate Housewives’ whilst at the same time Q102 is seeking ‘Desperate Dublin Housewives’.

Both competitions call on housewives in the area who are desperate to do anything to win cash prizes.

Both competitions are being run by the station’s respective breakfast show teams.

And both competitions have almost identical blurbs accompanying the launch on the stations’ websites…whilst 98FM ask whether you would “walk down Grafton St in your underwear” to win thousands of euro, Q102 ask if you’re desperate enough to “walk naked down Grafton Street” for just one thousand euro. Q102 wonder whether you’d “bungee jump off a crane over the Liffey for 10 Grand?”, but 98FM ask if you’re desperate enough to “swim the Liffey in a chicken suit?”

98FM’s promotion is running for four weeks, the idea is that women will be pitted against each other in a series of challenges, and the woman desperate enough to do it for the least amount of cash – wins that amount.

Dublin station 98 officially unveils new image

Dublin’s 98FM has dropped the FM from its title and have officially launched a new look for the station. The new logo for Dublin’s 98 was recently unveiled at an extravaganza held in the private gardens of Fitzwilliam Square in Dublin.

Launching the new look, Michael Brady, Chief Executive of 98 said: “It has been a while since we have refreshed the look of the station. All high profile brands, including radio stations, need to keep their image and corporate identity relevant and fresh, that is what we are doing. Change is the one constant in our business, our listeners are evolving and changing and we must reflect and embrace their evolving and changing interests. This new look, I believe, also reflects the improved sound of 98 which reaffirms our position as the most entertaining station in Dublin.”

Michael continues: “We listen very carefully to what our listeners are saying and the most consistent thing they keep telling us is that 98 is the station that makes them smile. Our mission is to ensure that when anyone wants to be entertained in Dublin – 98 will be their No.1 choice and help them smile throughout the day.”

Dublin’s 98’s Michael Brady and Samantha Wadkin launch new-look station vehicles

A spokesperson for the station says that the new look is made up of vibrant colours of blue and magenta which create a core purple tone that is distinctive within the Dublin radio landscape.
“These colours were chosen because of their outstanding appeal to the target listener during research. The logo is made up of the 9 and 8 creating a curvaceous shape shot through with yellow wave patterns flow, bringing it to life and giving it an energy and vibrancy,” the spokesperson says.

While the look of the station has changed, the station’s ethos remains the same: to continue to play “Dublin’s Best Music Mix” playing the biggest mix of songs from the ’80s, ’90s and today, and to continue to provide the best on-air entertainment, the biggest promotions and most of all, continue to make Dublin smile.

To support the launch of the station’s new look, a major marketing campaign is underway spearheaded by a new 30 second television advertisement which shows people smiling around Dublin city as they listen to 98 to the backing track of ‘Smile’ by The Supernaturals. There’s also an extensive outdoor 48 and 5 sheet bus and Dart campaign.

The Dublin 98 Morning Crew: Dermot Whelan, Dave Moore and Siobhán O’Connor