London Christian radio station Premier is relaunching on April 15 in an attempt to boost and broaden its Christian audience.
New presenters will offer more Christian-oriented programming after audience research revealed the original service was not weighty enough.
“Premier is back. This time we know what listeners want,” says managing director David Heron. “We want people to know that we will offer more Christian news, music and worship.”
The station will be broadened to appeal to a wider, cross-denominational audience. “We will have a more distinctive sound with a much stronger Christian content,” he adds.
According to the latest Rajar data, Premier has a weekly audience of 200,000. Two pieces of listener research reveal listeners want more serious content – “reflections by preachers and teachers and a Christian perspective on current events”, Heron says.