Viva! pulls out stops to reverse ailing fortunes

Troubled London radio station Viva! is pinning its hopes on improvements to the quality of its transmission, which it aims to introduce in the late spring.

Last week, the station axed three presenters, a producer, some freelances and a member of the marketing team in an attempt to cut costs. Discussions are underway with NTL – which provides transmission facilities – to boost the power of the signal.

Richard Wheatly, chief executive of Viva! parent Golden Rose Communications, insists there is no question over GRC’s continued support of the station: “We wouldn’t have taken these latest measures if we were not committed to Viva!”

However, the advertising industry is concerned at the cuts which, it fears, will jeopardise the station’s already fragile audience further.

According to one source: “Either GRC should cut its losses or take comfort from Talk Radio UK which is finally turning the corner after an equally disastrous start.”

Investment in the station’s output should be raised, not cut, the source adds.

The Radio Authority is monitoring the situation. It is not within its remit to withdraw a station’s licence, unless a licensee fails to meet terms and conditions, a spokeswoman says.

Although unwilling to comment publicly about the specifics of Viva!’s case, the RA is understood to have little sympathy for the station’s claim that its main problem has been the poor quality of its transmission.

“They decided to situate their transmitter in west London – it’s their responsibility,” an RA source says.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here