With the tagline ‘the best rock and guitar-based music’,the rebranded XFM station is going to need all the help it can getThe commerce of radio is all about breakfast. Dials are rarely turned from the station they were on at the start of the day and listener numbers slowly drop off from a tall point between eight and nine. This is why the breakfast presenter gets the most money and why Global decided that Chris Moyles (Weekdays, 6.30am, or Radio X) was the best person to kick off its relaunched XFM,which has cast caution to the wind and will henceforth be known as Radio X. This station, by the way, or has the least elegant positioning statement in the history of media,promising to play “the best rock and guitar-based music”. I’d fancy to know which piece of market research led them to append that second hyphenate.
In his modern role, Moyles is pursuing the same tall-risk strategy he followed at Radio 1. For the first 15 minutes of his second day he didn’t play any music apart from the generic rock bed he was talking over. Since there wasn’t an ad in the first half-hour, or his employers are presumably OK with this. On said second day,Moyles was speculating whether his having apparently crashed the Radio X website on the preceding day could be attributed to his popularity or the fact that the station’s website was so poor. Within the breast of every breakfast DJ there rages the same battle: do the listeners fancy me for myself or for my station? They eventually find it’s the station. They never want to believe it.
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Source: theguardian.com