STV to launch commercial radio station for Scotland

The broadcaster which operates two ‘Channel 3’ television services adding radio back into the mix…

Today STV Group plc held a Capital Markets Event for analysts and investors at which the leadership team showcased a refresh of the business strategy and set out new long-term growth targets.

Bobby Hain, MD Audience: News, Audio and Regulatory at STV:

“We already have a strong connection with our audiences who know and trust our brand and radio is a natural extension for us, so we’re delighted to be breaking into this market with an exciting new offering for listeners across Scotland. We have a clear ambition to be a top 3 commercial radio station in Scotland by 2030.

“This is a move that will help us grow our audience even further and create exciting new commercial opportunities. Together, our broadcast channel, streaming platform and radio station will enable us to offer a powerful cross-platform and affordable advertising proposition with real regional flexibility and local targeting capabilities.”

As part of this announcement, STV has confirmed that it will launch a new commercial radio station for Scotland, as part of a newly created Audience business which also includes STV and STV Player. The aim is to expand the audience from video into audio with the launch of the radio station, presented and produced from STV’s HQ in Glasgow.

The mainstream music station, predominantly aimed at 35-54 year olds, will be available on DAB and online. Key presenters along with the name of the station will be revealed later this year. The new station will be headed up by radio industry stalwart Graham Bryce, who was previously Chief Operating Officer of Bauer Media UK and who brings with him a wealth of experience in leadership roles in media businesses in the UK and across Europe.

STV’s HQ at Pacific Quay, Glasgow / ATV

He was recently responsible for the successful launch of Greatest Hits Radio across the UK. Graham will report to Bobby Hain, who takes on the newly created role of MD Audience – News, Audio and Regulatory at STV (previously MD, Broadcast), and who has worked in the radio and TV sector for more than 40 years.

The radio station is part of its newly created Audience division, incorporating the company’s broadcast channel STV, streaming service STV Player and new audio business. The business will offer advertisers a unique multi-platform, cost effective and AI-supported hyper-targeted commercial package across Scotland – an unmatched combination of scale and precision.

Radio is a highly complementary addition to the Group, with radio listening highest in the morning when TV viewing is typically at its lowest, with the reverse being true in the evening – making STV’s Audience division well placed to maximise consumer engagement across the day, reaching millions of Scots every month.

Graham Bryce, MD of Audio at STV:

“I’m delighted to be leading this new venture with STV, expanding its offering into the dynamic world of audio. Radio listening remains robust and with Scots having a strong appetite for commercial radio I’m confident our new national station will offer something different and exciting to the market. This will be a truly national commercial station for Scotland with presenters, news and content focused on the needs and interests of listeners living in Scotland. We believe there is a real gap in the market, and I can’t wait to get started and shake things up.”

Graham Bryce & Bobby Hain, STV Group plc Audio / STV

Other developments announced at the event include combining the existing Digital (STV Player) and Broadcast (STV) divisions to deliver a cost-efficient, future-proofed total audience and advertising proposition. Develop a new hyper-targeted advertising proposition across video and audio using AI to provide cost-effective advertising, unlocking incremental revenue in the medium-term.

Add a branded content business to STV Studios through start-up investment to secure a minority holding in Fan Club, a newly created digital content business, providing STV with access to a rapidly growing market and potential partnership opportunities across the creative label portfolio and drive STV Studios’ operating margin to 10% through continued focus on high margin international IP and library growth.

The STV radio venture isn’t their first, for a decade the company owned, among other stations, Virgin Radio.

Rufus Radcliffe, CEO of STV:

“Today’s FastFwd 2030 strategy refresh outlines our vision to not only grow our presence in Scotland but to further establish STV on the international stage. Combining our broadcast and digital divisions and extending into audio both simplifies and further diversifies our advertising business.  The launch of a new radio station and the continued growth of STV Player enable us to unlock exciting new opportunities for our customers.

“There is no ceiling to the international growth of STV Studios and we are delighted to welcome Fan Club into our family of labels. We have a clear vision and plan to 2030 to maximise the growth potential of the business and we will move at pace to ensure we deliver for our investors, customers, partners, viewers and our people.”

The full presentation is available to view on the STV plc website.