Given the global presence of social media and streaming television, it is perhaps a little surprising that such an old media as Radio remains so popular. In fact it is nearly 100 years since the BBC started regular radio broadcasts in the UK. And yet it’s flagship show the Today Program on Radio 4 is now more popular than ever with a weekly reach of 7.66 million listeners.
Fix Radio says it will provide music, banter and information targeted at bricklayers, plumbers, electricians, plasterers, roofers, painters and decorators whether they work on building sites or in people’s homes.
The new station is the brainchild of Louis Timpany who came up with the concept while working on a building site to earn extra cash after graduating from Leeds University.
“I noticed builders listen to the radio all day but there was no one station they could all agree on,” says Louis. “I thought it would be great to create a station specifically with them in mind”.
“One thing that came out strongly, for example, was the need for detailed weather forecasts throughout the day as builders depend on knowing what the weather is going to be like to plan their work,” says Louis.
“The main weather forecasts on Fix Radio every day will, therefore, be very detailed and accurate – almost like the shipping forecast for tradespeople.”
Sponsorship and advertising packages have already been pre-sold for the first six months. “We can offer our commercial partners a very pure, very targeted audience so they can engage with their customers with little ‘wastage’ on people who don’t work in the trade,” says Louis.