Originally launched in 1990 as Jazz FM, the station's format was last changed in 2004 when Ofcom allowed GMG to reduce the amount of jazz it plays in the daytime in favour of introducing soul, R'n'B and blues to the station's music list.
Ofcom believes that the requested change would significantly alter the station's format and is running a consultation until November 18. It did not see the need to do so last time it allowed the station to change format.
Having spent £44.5m to buy Jazz FM in 2002 from investors including Clear Channel, GMG invested further in rebranding it as Smooth FM in early 2005.
However, Jeff Stephenson, GMG development director, admitted the station's audience growth has been "disappointing" and said it needs to distinguish itself better from competition such as Capital Gold, Heart and Magic.
Smooth's reach has dropped 13.9% between the second quarter of 2005, when it garnered 624,000 listeners, and the second quarter of this year, when it was 537,000.
The station's main audience segment is currently aged 35-54, but GMG sees a gap in the market for a station aimed at the 3m Londoners in the higher age group, or "grey market".
It has proposed the station keep its minimum 45 hours a week of jazz but be allowed to broaden its music output again so it can play easy listening hits such as Simon & Garfunkel's 'Bridge Over Troubled Waters' and Glen Campbell's 'Rhinestone Cowboy', and introduce features aimed at older people.
It has promised to commit to a big increase in the number of news bulletins and local content on the station.
The request does not apply to GMG's North West England Smooth station, which has been performing well since its conversion from Jazz FM in March 2004.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)