The Mean Fiddler Music Group has joined forces with The Storm to
strengthen its bid for the East Midlands analogue radio licence.
The Storm - a GWR and Channelfly joint venture - has put together a
proposal to launch a dedicated modern rock station in the area, aiming
to attract a 15- to 35-year-old audience.
Melvin Benn, executive director of Mean Fiddler Music Group, said: "I
liked The Storm proposal and decided to become involved with the bid
because it embodies the values The Mean Fiddler believes in, including
promoting new music.
"Too much radio today simply caters to mainstream music tastes. If The
Storm wins this licence, we'll provide a clear alternative for
listeners."
Imtiaz Farookhi, chairman of East Midlands Radio, said: "The Mean
Fiddler has a reputation for promoting some of the best new rock talent
in the country through its venues and live festivals.
"This agreement will enable us to put together rock radio, live events
and community programming for a young audience."
The licence, to be awarded by The Radio Authority, covers Leicester,
Nottingham and Derby, with a potential audience of 1.6 million.
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