03-03-2023, 09:50 AM
It's much easier to sell a single national brand like Capital, Heart etc to advertisers than a portfolio of local stations, most of which were unknown to London based agencies. You can also invest more heavily in marketing and big name talent.
The current set up is a mess - it's partially a symptom of regulators in the 1990s deciding to use FM spectrum for more local / regional stations rather than an additional national station.
The current set up is a mess - it's partially a symptom of regulators in the 1990s deciding to use FM spectrum for more local / regional stations rather than an additional national station.