Page Index
Background of the 1993 Re-Advertisement
The 1993 Broadcast Market and Technology
The Re-advertisement of the Licence: Key Challenge for DevonAir Radio
Bay City Radio: New, Technologically Ambitious but Limited
Gemini Radio: The Balanced Approach
Wild West Radio: Local Passion, but Niche Focus
Conclusion: Why Gemini was the Right Choice
Application Documents
Background of the 1993 Re-Advertisement
In May 1993, the UK broadcast regulator, then The Radio Authority, re-advertised the radio contract for the Exeter and Torbay areas.
Applications were received from four groups (including the incumbent, DevonAir Radio) – jump to the application documents.
Guidelines for applicants stipulated that copies should also be deposited at local libraries for public scrutiny in the transmission area as well as with the regulator, The Radio Authority.
These applications provide a captivating glimpse into the aspirations of individuals who, during that period, directed their attention towards the intricacies of broadcasting and market trends. Noteworthy among these were three applicant groups that openly voiced their criticisms of the incumbent, citing concerns about insufficient local coverage, a lack of foresight and a myriad of other issues.
To fully understand the context of the 1993 competition for the Exeter/Torbay local radio franchise, it’s important to delve into the broadcast market, the technological landscape of that time, and the specific strategies of each applicant. The Radio Authority‘s decision to split the licence into two separate contracts for FM and AM was a pivotal moment, reflecting broader changes in radio broadcasting.
The 1993 Broadcast Market and Technology
In 1993, the radio industry was in a state of flux. FM was becoming the dominant broadcast medium for music due to its superior sound quality, while AM was increasingly viewed as more suitable for talk-based content, which did not require the same audio fidelity. AM had the advantage of longer-range transmission, especially useful for rural areas, but its audience was shrinking as listeners shifted to the clearer and higher-quality sound of FM.
Technological advances, such as the introduction of Digital Audio Broadcasting (DAB) in the early 1990s, were on the horizon, though DAB was still in its infancy and had not yet made a significant impact on the local radio market. Meanwhile, satellite and cable broadcasting were gaining traction, adding to the competition for listeners. These technologies were shaping the future, but in 1993, the immediate challenge was balancing the opportunities provided by FM with the legacy reach of AM, particularly in a region like Devon, where there was a mix of urban and rural listeners.
The Re-advertisement of the Licence: Key Challenge for DevonAir Radio
DevonAir had held the Exeter/Torbay franchise since 1979 (going on air in 1980), initially benefiting from a monopoly in local commercial radio. However, by the early 1990s, the station was struggling financially, partly due to the economic recession and partly due to changes in the radio market. National advertising revenue, a major income stream for local stations, was declining. Additionally, DevonAir had failed to adjust to the emerging competitive landscape, where listeners had more choices for radio entertainment, including national stations like BBC Radio and growing independent networks.
When The Radio Authority decided to split the licence into separate AM and FM franchises, DevonAir was initially reluctant to adapt. The station had operated with a single broadcast stream, outputting the same content simultaneously on both AM and FM. This approach, while economically simpler, did not take into account the evolving listener preferences for different types of content on the two platforms. FM audiences increasingly expected music, while AM listeners were turning to talk radio, news, and more community-focused programming.
DevonAir’s application reflected this outdated mind-set. The station initially proposed to continue broadcasting the same content simultaneously on both FM and AM, a strategy that had worked in the 1980s but was increasingly out of touch with 1990s trends. Only at the last moment, in a bid to save their application, did DevonAir propose a plan to differentiate its AM and FM programming. However, this shift came too late to be convincing to The Radio Authority, which was looking for a fresh approach that recognised the distinct roles of AM and FM in modern broadcasting. DevonAir’s last-minute pivot was seen as reactionary and insufficiently planned, leading to a perception that the station was clinging to an outdated model of local radio.
Bay City Radio: New, Technologically Ambitious but Limited
Bay City Radio entered the competition with a fresh and ambitious perspective. Drawing on the success of Pirate FM, a station that had been highly successful in Cornwall since its launch in 1992, Bay City Radio aimed to replicate Pirate FM’s modern, technologically advanced approach. Pirate FM had been described as one of the most advanced stations in the world at its launch, featuring heavily on BBC’s Tomorrow’s World for its cutting-edge use of satellite technology and computerised systems. Bay City Radio, supported by key figures from Pirate FM, sought to bring this same innovation to Devon.
Bay City’s proposal highlighted a strong FM offering, with a focus on high-quality music programming and state-of-the-art production technology. They positioned themselves as technologically forward-thinking, ready to embrace the future of radio. They planned to split programming across the FM and AM bands but emphasised FM more heavily. The station also proposed a management structure that included individuals with significant experience in both broadcasting and business, such as Gareth Keene, a former director of TSW (Television South West), and James St. Aubyn, the chairman of Pirate FM.
However, despite its strengths, Bay City Radio had a few limitations. While it demonstrated strong potential in terms of FM broadcasting, its AM offering seemed secondary. The focus of the bid appeared to be on FM, with less innovation or creativity aimed at the AM audience. This made Bay City appear less adaptable to the needs of a two-platform future where AM could still play a role in serving distinct audience segments. Additionally, Bay City’s reliance on the success of Pirate FM may have raised concerns about their ability to transfer that success to a different market and demographic.
Gemini Radio: The Balanced Approach
Gemini Radio, which ultimately won the licence, presented the most balanced and well-thought-out application. Backed by a strong management team with experience in both radio and broader media industries, Gemini Radio understood the need to provide differentiated services on FM and AM.
The station planned to use FM for a modern, music-based format aimed at a younger audience, while AM would focus more on community programming, talk shows, and local news, catering to a slightly older, more rural audience. This dual strategy reflected an understanding of the technological strengths and audience preferences for both AM and FM.
One of Gemini’s strengths was its clear financial strategy. The station’s backers included experienced media professionals like Ivor Stolliday, who had previously held senior roles at TSW and Dartington Hall Trust. Stolliday’s experience in running a media business, particularly one involved in community-focused initiatives like the Dartington Hall Trust, was a significant asset. The station’s proposal demonstrated a solid plan for financial sustainability, which was critical in a market where many independent radio stations were struggling to maintain profitability.
Additionally, Gemini Radio’s consortium included local business leaders and media professionals with deep ties to the Devon community. This local connection, combined with a professional approach to broadcasting, gave Gemini an edge in convincing The Radio Authority that they were the right team to manage the complexities of operating both FM and AM services in the area.
Wild West Radio: Local Passion, but Niche Focus
Wild West Radio, led by John Brocks, was perhaps the most passionate of the applicants about local radio’s role in the community. Brocks had successfully launched Lantern Radio in North Devon, which had achieved high levels of local engagement and listenership in a relatively short time. Wild West Radio’s bid emphasised a return to the grassroots values of independent local radio, with a focus on community involvement, local content, and distinctive programming for both AM and FM.
However, while Wild West’s vision was bold and innovative, it may have been perceived as too niche for the broader Exeter/Torbay market. Their bid leaned heavily on local identity and community involvement, and they were critical of the more corporate, network-driven approach taken by stations like DevonAir. Wild West’s emphasis on localism was commendable, but their approach seemed tailored more for smaller, tightly-knit communities like those served by Lantern Radio, rather than the more diverse and urban/rural mix of Exeter and Torbay.
Additionally, their AM strategy, while aligned with their vision of community radio, lacked the clear financial backing and management structure that would assure The Radio Authority of its long-term viability. Wild West was undoubtedly driven by a love for Devon and a desire to restore local radio’s integrity, but their business case was not as robust as Gemini’s.
Conclusion: Why Gemini was the Right Choice
The Radio Authority’s decision to award the licence to Gemini Radio was well-founded in the context of the 1993 broadcast market. Gemini’s balanced approach to using both FM and AM, combined with a strong management team and financial backing, positioned them as the best candidate to serve the diverse needs of the Exeter and Torbay area. They recognised the growing importance of FM for younger audiences while still valuing the role that AM could play in serving a more mature, talk-oriented audience. This dual strategy, along with their clear financial and operational plans, gave Gemini an edge over competitors who either failed to adapt to the two-frequency model (DevonAir) or focused too heavily on FM at the expense of AM.
Wild West Radio’s proposal, while visionary and driven by local passion, was ultimately too niche and lacked the financial backing and broader appeal needed to win the franchise. Gemini’s ability to balance localism with professional, sustainable broadcasting made them the ideal choice in 1993.
Application Documents
In 2023, I was able obtain the public copies of each applicant group from The Devon Archives and Local Studies Service, Devon Heritage Centre in Exeter. These copies, large in file size, in PDF format, are viewable on this website at the following links:
Attempts to obtain public copies of the original 1979 franchise applications is currently underway with archives in Devon and record holders of the former Independent Broadcasting Authority. If the search is successful they will be published here.
Finally there was Westward Broadcasting who were the first consortium to go public during 1992 and fell out of the running although securing interest from a national radio player still operating today. For the record, this was Westward’s philosophy here.