Absolute Radio is to launch on FM in the West Midlands, replacing Planet Rock on 105.2 from September 7th.
The frequency, originally home to Kerrang!, covers three million potential listeners and marks the first time Absolute has been made available permanently on FM outside London. The move has been made possible thanks to Ofcom’s recent relaxation of Format rules. Here’s the Ofcom request to make the changes.
Listeners voiced their strong opinions when Kerrang! was taken off FM in June 2013, then again when it was removed from DAB in the region. The frequency has lost a third of its audience since switching from Kerrang! to Planet Rock.
105.2 will carry regional adverts plus some original programmes such as coverage of West Brom and Aston Villa football matches. Frank Skinner, originally from West Bromwich, will feature in the station’s marketing.
Group Managing Director National Radio Steve Parkinson said “As well as offering more choice to radio listeners in the West Midlands, this will unlock fantastic opportunities for Absolute Radio and Bauer as a whole, allowing us to drive market share and increased commercial revenues.”
Putting Absolute Radio on FM in the West Midlands is part of Bauer’s key national strategy to continually invest in its four power brands: Magic, KISS, Absolute Radio and the Bauer City Network.
Planet Rock will continue to broadcast on digital radio in the region and will also be available on digital television, online and via its mobile app.