Chrysalis bids for FM licence for rock station The Arrow

by Joe Lepper, Brand Republic 01-Nov-05, 11:00

LONDON - Chrysalis is hoping to secure the newly created FM licence for the north east of England for its digital rock station The Arrow.

To spearhead the bid, Chrysalis has drafted in former Trinity Mirror regional marketing and business development director Russell Borthwick, who is now managing director of media and marketing firm Press Ahead.

The move comes as Chrysalis seeks to concentrate on its radio portfolio and increase the listener figures for The Arrow brand, which targets 40- to 59-year-olds.

As part of the bid, Chrysalis has made a commitment to supporting the live rock scene in the area, including the launch of an annual new music award for local talent.

"Our bid for this licence with The Arrow is part of Chrysalis's ongoing strategy to preserve the unique appeal of broadcast radio within the north east by extending listener choice significantly among a key demographic that is currently under-served," Borthwick said.

If successful, The Arrow's national digital network will be relocated to Newcastle. Chrysalis already broadcasts its dance station, Galaxy 105-106, in the north east.

Last week, Chrysalis was celebrating after its Heart FM was named the number one commercial radio station in London, according to latest Rajar figures.

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