Ofcom lets Bauer put music on its Liverpool all-talk station

Bauer Media's Liverpool radio station City Talk 105.9 has been given permission by the media regulator Ofcom to drop its all-talk format, despite the opposition of other radio operators.

The station, which had 59,000 listeners and a 0.9% share of the audience in the latest Rajar figures, will remain a speech service during the peak hours of breakfast and drivetime. But at other times it will able to play up to 50% soft pop music.

Under the terms of its new licence, City Talk must also continue to broadcast a late-night phone-in five nights a week, and a Saturday afternoon sports programme carrying dedicated live match commentary. City Talk can share programmes with its sister Liverpool Bauer station Radio City, but not the other Bauer station in the area, Magic 1548.

Ofcom received 13 representations from people in favour of the request being granted, but 29 against, including three from rival radio licensees.

Those against the change argued that it would diminish choice for listeners and said that, if Bauer did not want the station, it should be readvertised to give competitors a chance to make the licence work.

Some also argued that the change would also strengthen Bauer's already strong competitive position in Liverpool.

Ofcom approved the new format "on the basis that approving the change would ensure the continuation of a local speech-based format in Liverpool, whose overall direction would be maintained (at peak broadcasting times in particular)".

"However, this is conditional on City Talk not simulcasting any programming with Bauer's Magic 1548 station and on additional commitments to the proportion of speech to be broadcast during non-peak daytime not generally falling below 50%, the provision of a Saturday afternoon sports programme and a late night phone-in programme five nights a week," the regulator said.

City Talk's average weekly reach of 59,000 in the six months to the end of March was down on the 63,000 who turned in during the second half of last year, and below the forecast, in its licence application, of 75,000 listeners.

Richard Maddock, station director for Radio City, City Talk, and Magic 1548, said: "Ofcom's decision is welcome news as it provides clarity. The team will now look at the business plan, review our current market situation and consider the implications of the Ofcom decision."

Objections to the change came from Dune FM and GMG Radio, part of the Guardian Media Group, which also publishes MediaGuardian.

GMG Radio's development director, Jeff Stephenson, said: "The surprising stance being taken by Bauer now is one which appears to be giving up unnecessarily on a service just over a year after launch – when it is realistically in age terms hardly an infant.

"We believe and it is our experience that long-term successful radio in the North West can be achieved through talent, good management, and commitment to a format in line with audience requirement and expectations, together with major and ongoing investment allocated to marketing the new brand successfully.

"This newest service for Liverpool with Bauer's backing should be capable of and continue to provide listeners with what was promised in the licence application and if done effectively should be impacting positively on its audiences and advertisers as anticipated."

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