Once the dust has settled, it may not be doom and gloom for EMI's competitors. Andrew Maskall, Channel 4 FM's newly appointed sales and marketing director agrees. Commercial radio is a relatively new medium in this region so competition is inevitable and healthy. Channel 4 FM's primary objective is to increase radio's share of the display advertising market by competing for revenue currently being spent on other media. Our ambition is for radio to attract six per cent of display advertising early in the millennium and eight per cent by 2010.
Media buyers agree.
They will initially be very similar to each other, so each will be really focusing on the software - the programming to differentiate themselves. It will encourage people to spend more on all stations. It is healthy competition. In the past we had one TV station and now we have 24. Each is getting an advertising budget and trying to focus on the software rather than the prices.