It has been a challenging few years for Emap Radio's Kiss network as it struggles to maintain its profile and audience, while its brand - based on dance music - falls out of fashion.
However, a very surprising shake-up of the top brass was announced last week, raising eyebrows and suggesting that this former pirate radio station isn't tuning out just yet.
Emap Radio marketing director Steve Parkinson is the man tasked with giving the network the kiss of life. It was confirmed last week that he will take on permanently the managing director post he has been caretaking since Bill Griffin's departure in January, sharing his time between that and his other job.
At the same time, Marc Beeney, who joined as sales director less than six months ago, has left, to be replaced by sister Emap network Magic's commercial director Alison Finch - again as part of an expanded remit.
The network was formed last September when two Vibe stations, in Bristol and East Anglia, were rebranded as Kiss which, together with the London station and the extensive digital offering, was managed by Griffin.
Syndicating took some costs out of the businesses, while bringing the TV station, website and branded albums in line with the radio output strengthened the brand identity.
Relaunch success
The network had modest success in the latest Rajars: after its relaunch, Kiss 100 increased listeners by 9.1% to 1.4 million, while the network as a whole attracted 2.9 million listeners in the fourth quarter of 2006, up 1.2% over the quarter. Kiss 100 in London remains the number one station for 15 to 34-year-olds.
But Griffin's resignation in December last year to move into agency land came as a blow to bosses who described him as a "fantastic visionary".
The network suffered further because Beeney's appointment plainly did not work out.
Insiders have suggested that only a couple of years ago Kiss was in "chaos", with neglected content, poor morale and a lack of investment. However, if ever a person was qualified to take over, it is Parkinson.
Griffin, who describes his successor as a man who is "a brilliant operator", "massively personable" and "just someone you want in your business", says: "When I left it was very obvious Steve would be an ideal guy as interim managing director, but it wasn't a big enough job for him on it's own. As far as I understand, he has combined that role with his ongoing responsibilities (as marketing director)."
Parkinson is clearly excited about the challenges that lie ahead. "I can enable things to happen more quickly," he says.
"I worked with Bill on the vision and my radio experience (as managing director of Heart and marketing director for Chrysalis Radio) is helping that momentum.
"I can hit the ground running and make things happen because I understand the market."
He adds that Finch has "earned her stripes" at Magic and her knowledge of the London market was key in her promotion.
Parkinson's self-confessed expertise is being put to the test as he "brings the brand to life" and he cites the spring and summer months as a traditionally better time for the network as its style of music suits the time of year.
Things might be looking up for dance: Ibiza is back on the agenda for young holidaymakers and the Ministry of Sound has reared its noisy head once more.
But Parkinson believes part of the secret to the network's success is ensuring it's there "where and when they want to consume".
"They" is the media-savvy youth for whom one ad campaign is not going to cut it. Instead a heavy presence at appropriate festivals is planned for the summer, as well as a raft of promotions.
Cutting edge
Matthew Landeman, Carat's head of radio, is impressed so far.
"Kiss has come from what is historically a very cutting edge proposition, starting as a pirate radio station in the '80s, and as dance music has become more mainstream, they have had to re-establish their credibility," he says.
He adds: "Stations are intrinsically linked to what's in vogue and while some are benefiting, like Xfm and Virgin, Kiss has been a little bit left behind."
But Landeman and his agency contemporaries believe the Kiss team is now "going out there and proving they deserve their place in the market".
Despite the changes at the top, it seems none of the fundamentals of Kiss are very different.
Parkinson is sticking with the business plan and bringing in proven experts to crucial roles. With the mini resurgence in dance predicted for later this year, the 2008 Rajars just got interesting for Kiss.
MANAGEMENT STRUCTURE
Managing director Steve Parkinson oversees the network, including the work done by its programming director Andy Roberts, new sales director Kelly Snook, brand manager Emma Roscoe and new commercial director Alison Finch
- Emap Radio is now recruiting for the dual role of station and commercial director for both Kiss in Bury St Edmunds, left vacant by Snook's promotion, and in Bristol, after Julian Hotchkiss parted company with the business.