STV is to launch a new commercial radio station focused on Scottish audiences, with former Bauer COO Graham Bryce at the helm.
The new station will be based at STV’s headquarters at Pacific Quay in Glasgow and will target listeners aged 35 to 54. It will broadcast on DAB and online, with further details including its name and presenter lineup to be announced later this year.
The project is part of a wider strategic shift by STV and sits within its newly formed Audience division, which brings together its TV channel, streaming platform STV Player and this new audio service.
Graham Bryce, former Chief Operating Officer at Bauer Media UK, has been appointed Managing Director of Audio at STV. He will report to Bobby Hain, who now leads the Audience division as MD, having previously served as MD of Broadcast at STV.
Bobby Hain said: “We’re delighted to be breaking into this market with an exciting new offering for listeners across Scotland. We have a clear ambition to be a top 3 commercial radio station in Scotland by 2030.”
Graham Bryce added: “Radio listening remains robust and with Scots having a strong appetite for commercial radio, I’m confident our new national station will offer something different and exciting. This will be a truly national commercial station for Scotland.”
STV says the move will help deliver a new level of cross-platform commercial flexibility, offering advertisers a multi-platform and data-supported targeting opportunity across digital, television and now radio.
More information will be available at stvplc.tv.