Branding and content are to become the hub of Capital Radio Group’s newly restructured business, according to a statement issued by the company yesterday. The revamp comes in the wake of two recent profit warnings [WAMN: 18-May-01] and a continuing decline in ad revenues.

The most significant element of the Capital makeover is the creation of a CHR Network (CHR = Contemporary Hit Radio) encompassing the group’s eight FM stations – a move designed to facilitate the sharing of content and strategy. It could also evolve into a single FM consumer brand.

Andria Vidler, former managing director of Capital London, takes the mirror role at CHR with Adrian Jones (ex-md of Capital South) as regional managing director and David Andrews as marketing director. The latter, until now md of Century Radio Manchester, is responsible for all advertising and marketing for CHR Network brands including Capital 95.8, Beat 106 and Ocean.

Capital’s three other new networks are Century (with Julie Farr as managing director), Xfm and Capital Gold. Managing directors for Xfm and Capital Gold have yet to be announced, while an overall programming and content director will be appointed to work alongside the managing and programming directors of each individual network.

Citing Tesco as her inspiration, CHR’s Vidler proclaims: “I am quite confident that we can pull this off in radio terms and create a national brand, with national strength but with a local relevance.”

News source: CampaignLive (UK)