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Ideas and technique to help you promote and image radio

Could it be Magic? No, it’s Take That 103?

From sitting on frozen blocks of ice to broadcasting non-stop for three days – radio is well known for doing its fair share of publicity stunts. So check your diaries – and no, it’s not the 1st April – but Friday 3rd June 2011, is the date of the first ever Take That performance in Manchester in SIXTEEN YEARS!- and to celebrate, local radio station – Key103,  has turned into Take That 103.

The band which was born and bred in the city of Manchester – is doing their first of a series of gigs in the area, and thus causing the name change of the Bauer station. A clever move, there’s going to be a lot of hype and excitement for the gig in Manchester and helps the station “stand out” against Capital FM in the marketplace. Key 103 (the more established brand) has slightly dipped in the latest RAJAR against it’s ‘hit music’ counterpart with Capital scoring a reach of 505,000 weekly versus Key’s 440,000 weekly reach within similar TSA’s; in their latest book. (RAJAR, Q1 ’11).

Looking into Radio stunting on the web – I came across some interesting lists of previous stunts on-air particularly from our friends stateside. Format Changes, new station names or to help launch new talent to the airwaves – it seems that the tactics of creating awareness, hype and PR is never going to die!

So – what’s happening for Take That 103? Well ‘Manchesters Hit Music Station’ will have a fresh Take That theme to its website along with branded sweepers, promos and sung jingles. Live programming throughout Friday 3rd June will come from the City of Manchester Stadium – the home of Take That’s 8-night run.

There’s also live pictures, status updates and videos from all the action at the stadium on Take That 103 / Key 103’s Facebook page –

A good thing or bad? Will this alienate listeners – a turn off?

Radio Today adds – “The station’s website has changed to and all trails, sweeps and promos will carry the Take That 103 name. Jingle singers in Seattle have also re-recorded the station’s imaging to feature the new temporary name.”

Gary Stein, Station Director added  “The station formerly known as Key 103 was the first to back the band giving them air time in the early 90s and they remain one of the stations most played artists. We know how much excitement there is in Manchester about the boys returning to their home city, so what better way to celebrate than to change our name in support.”

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Source: Bauer Media

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