Its all part of a growing trend to realise the brand equity and content distribution potential of Radio Brands as a whole.

Sports and Football clearly have an international appeal – but Talksport’s move is not the first such move nor is it at all likely to be the last.

As radio and audio moves away from the geographic limitations of pure analogue delivery methods – the online distribution channels open up a great big world of audience. Why not listen to Heart in Houston, Smooth in Sydney, Absolute in Antamanarivo, Magic in Maputo and Oak FM in Ougadougou (alright I’ll stop).

Recently we’ve also had Smooth FM simulcasting with Australia as well as the rise and rise of totally non-geographically limited services such as Spotify, Rdio and many others.

My prediction is that as we look at content which is globalising, so too we will see business metrics which measure ROI in ever globalising terms. Why not be happy with CPLs in Indonesia and Guangzhou every bit as much as CPLs in New York and London?

Consumer power is moving East, content is globalising and the full force of radio brand equity will reward those who have invested in it most.

Not since MTV in 1981 has the broadcast industry reached such a tipping point.

Let’s see which British Radio brands forge the furthest ahead the fastest…..and congrats to Talksport for raising their flag so early…

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

“The fact that Heart will desert the county and broadcast programmes from Exeter and London,irrespective of the fact that it claims to be a local station, has raised a lot of concerns amongst listeners, local organisations and advertisers.

We do not intend to follow suit. We are based in Cornwall and proud to be so.

We employ dozens of local people, ensure that we invest in the local community and broadcast our programmes locally.

I wanted to reassure everyone in Cornwall that Pirate FM is their local station and is here to stay.

We have no plans to turn our back on the county and move our broadcasting operation to Exeter or London.”

Strong words indeed. And so, it seems the bipartisan battle is on for what could be an increasingly polarised audience.

It’s Giant Haystacks Local station in one corner versus Big Daddy National in the other. Ding Ding!

The re-brand will help to bring Cornwall in line with the rest of the country in terms of the Heart roll-out, which will give more national advertisers easier access to the Cornish advertising space.

Pirate FM’s localness plus its independent and Cornish programming will further cement its position within the local marketplace and its relationship with local advertisers and the Cornish audience as a whole.

As a national advertiser, there will be times when you want the ease and brand fit of national solutions – and there will be times when you want the added dialogue and dialect of communicating locally.

Ultimately, a market thrives on having both options available. So in some ways, Heart Cornwall gives the marketplace something it didn’t really have before.

A shame to see Atlantic go though – and only time will tell if the people of Cornwall truly embrace the Heart brand.

So where should your radio pounds go in Cornwall?  Well it depends on how you take your butter, jam and cream with your scones so to speak…..but our team will delve beneath the surface and make sure we give you the right option every time.  For more advice on radio advertising, and an insight into how you radio budget can be most efficiently spent in the local and national marketplaces call us now or email.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

What do Ed Vazey, Minister for Culture, Communications and Creative Industries,
Dame Kelly Homes – super golden runner quick person
and broadcaster funny man football nut Colin Murray all have in common?

Answer: They were all to be found up the BT Tower earlier today switching on a boosted digital radio signal within the M25 zone of Greater London. According to industry figures this will mean 99% of the London road network within the M25 will have DAB coverage ready for this summer’s Olympic Games.

And as Ed, Kelly and Colin flicked the switch – we know they will have peered across admiringly at our nearby Kings Cross rooftop to see the Radio Experts also doing their bit to boost Digital Radio.

Radio Experts are at the forefront of all things analogue, On Demand and Digital (DAB). So a boosted signal just adds a bit more oomph to the solutions we put in front of our clients every day.

For more information on advertising on any of the digital radio platforms or indeed the vast number of radio on demand platforms out there call us or email us now. If we don’t answer, its because we’re all on the roof dancing and waving at all the celebs in the BT Tower…

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert