Agency: The Leith Agency Author: David Amers

Beat 106 FM

Now that's what I call a radio launch

'I love the 50s, don't you mate?'

'Absolutely mate. I think the 50s are totally drainpipemungus.'

(DJs Smashie and Nicey)

Background

Beat 106 is a new regional radio station in central Scotland, launched in November 1999. Big Beat, the consortium behind the station, had won the coveted analogue licence with a commitment to an agenda of alternative (indie) rock and dance music. The commitment was not just to alternative music, it was also to more music; DJ's were to take a back seat. If people wanted inane commentary and Smashie and Nicey conversation they would have to tune in elsewhere to get it.