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ftm Radio Page - week ending August 25, 2017

Broadcaster pushes the restart button, resurrects former brand
"sharing of opinions"

Brand names are important for radio broadcasters, even with constantly shifting platforms. Some brand names stand out, others don’t. Broadcasters invest significantly on a names fitting the marketing identify. There’s no science to it; well, maybe a little.

Swiss radio station Yes FM will be re-branded in the coming days (August 28). After nearly a decade the name will revert to Radio Lac, revealed Media One Group general director Alexandre de Raemy to Tribune de Geneve (August 20). The station will focus on Geneva, in French-speaking Switzerland; hence the name referring to Lac Leman, the great big lake. "The whole strategy is based on editorial content and the sharing of opinions,” he said, explaining the shift from all-music to more speech.

Media One Group, licensee of Geneva stations One FM and LFM, and Rouge Group, licensee of Lausanne stations Yes FM and Rouge FM plus the Rouge TV channel, consolidated last April. M. de Raemy, principal owner, indicated a new plan “to restart” Yes FM was coming. One FM is primarily a hit music station, competing with the NRJ franchises in French-speaking Switzerland. LFM is focused on Lausanne and Rouge FM serves north-central exurbs.

The original Radio Lac appeared more than 30 years ago, one of the first privately-owned radio stations in Switzerland. Most of those years were financially successful. By 2009 the original owner exited, the name changing to Yes FM and orientation shifting away from Geneva. More recently French owned stations operating in the region have picked up audience share while giant regional public general interest channel La Premiere has seen shares softening.

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