Radio 10 Gold Focuses on Cable Audience - Radio World

Radio 10 Gold Focuses on Cable Audience

As of 1 April, Radio 10 Gold will end its AM operations and cut its staff, continuing to operate only via the national cable network and the Internet.
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As of 1 April, Radio 10 Gold will end its AM operations and cut its staff, continuing to operate only via the national cable network and the Internet.

The Dutch commercial radio pioneer failed to win a terrestrial FM frequency during the 2003 zerobase frequency auction. It continued operating on AM, cable and the Internet, but has suffered substantial losses in advertising income.

"The combination of decreasing profits and higher costs for the AM frequency urged the Talpa Radio management to implement a new strategy," said Talpa Press Officer Maud Burgers.

The shutdown of the AM frequency and the dismissal of two-thirds of its staff are two of the measures that should bring Radio 10 Gold "out of the red" on short notice.

Starting in April the oldies formatted station will only be heard online and via the Canal Digitaal cable network.

According to Talpa Radio Chief Executive Jan Willem Brüggenwirth, the downward figures of Radio 10 Gold will have "no effect" on other group activities.

"On the contrary," he said, "the measures we have taken will put Radio 10 Gold back in the [advertising] market. A further boost is expected when we intensify the synergy with our television channel, Tien."

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