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GCap To Axe 10 Radio Stations |
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Thursday, 24 November 2005 |
 Radio owner Gcap will today unveil plans to axe 10 local radio stations and revamp its advertising policy, promising fewer ads, with never more than two in a row, in a bid to keep listeners from changing station.
The drastic move comes following a poor financial performance in first-half profits.
Currently the largest commercial radio group in the country, Gcap owns national station Classic FM as well as London’s Choice FM, XFM and 95.8 Capital FM. In addition the radio giant also owns a further 53 local analogue radio stations as well as digital networks such as Storm.
And even more change is ahead with Capital Radio to be re-launched on 12 January with a new music, news and features schedule.
GCap Media’s chief executive Ralph Bernard said:
“We think this will be ground-breaking, and will change the way advertisers use radio in the future. We certainly expect to see results in terms of listeners by the end of the first year, and the payback will be at the end of year three.”
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