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ftm Radio Page - week ending February 24, 2017

Maybe that old brand name worked better
turn the words around

Name changes are but one often used branding tactic when, bluntly, a radio station struggles for ratings traction. There are many variations. Another is changing the DJs. A bit more unusual is bringing back a once discarded brand name.

Polish radio station Zet Chilli could be again known as Chilli Zet, reported media newsletter Presserwis (February 23). Back in 2013 owner Eurozet, subsidiary of French media house Lagardère Active, consolidated the names of most of its Polish radio assets around the Zet brand, big national A/C channel being Radio Zet. Another brand extension is Zet Gold. As an easy listening, light jazz, “chill-out” station operating in several cities, Zet Chilli has not been a stunning ratings performer. (See more about media in Poland here)

Eurozet Group spokesperson Malgorzata Koziel would only say no final decision has been taken on a name change, though CEO Andrzej Matuszyski hinted at possible changes within the radio group in an interview with Rzeczpospolita (February 22). Chilli Zet was originally launched in 2008. Shortly after the 2013 name switch, Eurozet started shifting FM frequencies of other brands, notably alternative rock channel Antyradio, to bolster the Zet Chilli and Zet Gold distribution.

Dreams of every advertiser realized in that digital dividend
“open your own radio station”

Scandinavian telecom Teracom is pitching the advantages of its soon to be launched nationwide DAB multiplex to Danish companies. On its digital radio portal - - it offers several examples of branded radio in Australia and the UK, including retailer Coles, Australian
betting house UBET, football club Leads United and a few magazine titles. “Technology and media development opens up new possibilities - and there are many benefits,” said the pitch.

UBET/UNITAB has operated RadioTAB for many years on AM/MW and FM in Brisbane, mostly with race track results. Two DAB+ channels now, mostly, simulcast the horse and dog racing plus other sports across Australia. Coles Radio, owned by Nova Entertainment, operates in several metropolitan areas with music and in-store promotions. (See more about digital radio here)

“You can open your own radio station that covers the whole country,” said the Teracom pitch, “and have a more personal and direct voice to current and prospective customers.” Teracom, owned by the Swedish government, is the broadcast technology provider in Sweden and Denmark. Its DAB+ multiplex launches October 1st.

Branded radio has been around for several years, mostly online. In the US Peats Coffee & Tea launched four Pandora channels in 2014.


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