Ministry of Sound has joined the battle for the East Midlands
analogue radio licence, after announcing that it will bid to launch a
youth station in the area.
Ministry has been conducting research in the area for some time to
assess the market and aid development plans.
Over the past two weeks, the company has also run a number of related
events to promote the bid - including a club night at Loughborough
University that was attended by a sell-out crowd of 2,000 people.
Ministry chairman James Palumbo said: "Over the past ten years we have
learned a lot about talking to the youth audience. If successful, our
East Midlands station will combine local talent with our proven track
record in the youth market."
Ministry currently broadcasts three digital radio stations in London,
Edinburgh and Glasgow, and has run a restricted-service licence in
London during October.
David Campbell, vice-chairman of the Ministry of Sound, said: "Music
drives our business and radio is a natural fit for the Ministry
brand.
"We actually have quite a bit of experience in this area, with radio
shows syndicated to almost 100 stations in 48 territories, digital
licences in the UK and shareholdings in youth radio outside the UK."
The company will square off against Emap Performance, Chrysalis Radio,
GWR and Guardian Media Group for the licence, which covers Leicester,
Nottingham and Derby, housing a potential adult audience of more than
1.6 million.
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