Radio station: Smooth FM
Verdict: 4 out of 5
Once upon a time, there was a lovely London radio station called Melody, aimed at older people, that played the likes of Frank Sinatra, Matt Monro and The Carpenters.
Now if the Guardian Media Group has its way, we are going to hear a return to those blissful days of the early '90s, with the launch of a new easy listening station targeting the over-50s in London.
GMG has asked Ofcom for permission to change the format of Smooth FM, which after rebranding from Jazz FM in 2005 has become mired in the rather crowded end of the London radio market as an adult contemporary station.
Instead of broadening its appeal from a jazz audience, Smooth has found itself unsuccessfully competing with the likes of Heart, Magic and Capital for the ears of the 20 and 30-something audience.
The proposed music mix will take in Herb Alpert, Petula Clark, Glen Campbell, Bread, Brenda Lee, Louis Armstrong - and, yes, Frank Sinatra.
In its Ofcom submission, GMG argues there are three million Londoners aged over 55 and the vast majority of radio targeting involves younger listeners.
GMG is right to move from the overcrowded mid-market - especially after last week's poor audience figures, which saw Smooth listening nearly halve year on year.
Chief executive John Myers is a canny operator. Can it be coincidence that this is proposed at the same time that Saga - which also targets the over-50s - is selling its four stations in the Midlands, Glasgow and North East? GMG is splashing the cash again, having spent £60m buying the two Century stations from GCap to add to its network of regional Real stations.
Is it too far-fetched to think the clever Mr Myers envisions two networks - not only Real/Century aimed at the regional mid-market, but also the easy listening Smooth with the addition of Saga? It seems the perfect fit.
Review by Paul Chantler, senior partner, United Radio international consultants, www.unitedradio.co.uk.
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