GCap Media won the new South Wales licence as Xfm because of the comprehensive research, the co-location benefits, and because the proposed target audience of 15 to 34 year olds is relatively under served by existing stations, Ofcom have announced.
Ofcom also said that considerable evidence was provided, in the form of both responses to the applicant's audience surveys and support from, among others, representatives of the local music industry, that there is demand and support for the provision of the proposed Xfm service, and that it would cater for the particular tastes and interests of its target audience.
In short – the is no other commercial radio station playing rock music in South Wales. Ofcom recognised that BBC Radio One has a particular high following in the area, and hopes this licence award will help claw back lost listeners to the commercial radio sector.
Xfm are proposing locally-made output for at least 20 hours per day, and the station Format also includes a commitment to airing locally-relevant information during daytime periods. The new station, launching next year will also carry the new group-wide non-stop music interactive daytime programming.
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