STV has announced plans to launch a Scotland-focused commercial radio station.
The new mainstream music station, aimed mainly at 35-to-54-year-olds, will be available on DAB and online.
STV said that creating a radio station is a “natural extension” for the company and will help it create a strong, “future-proofed” advertising business across digital and audio.
The studio will be based at STV’s headquarters in Pacific Quay, Glasgow.
Bobby Hain, Managing Director of Audience: News, Audio and Regulatory at STV, said: “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.
STV News“We have a clear ambition to be a top-three 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.”
The radio station will be headed by Graham Bryce, who was previously chief operating officer of Bauer Media UK.
It has been announced as part of a wider strategic update from STV on Wednesday.
The radio station is part of its newly created Audience division, which incorporates the company’s broadcast channel STV, streaming service STV Player and the new audio business.
The name of the station and its key presenters will be announced later this year.
“I’m delighted to be leading this new venture with STV, expanding its offering into the dynamic world of audio,” Mr Bryce said.
“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.”
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