“There is currently no rock station in Denmark, but in Sweden a similar radio station has had great success. Our new station will focus on modern rock music and will have a young profile, so we’re sure that My Rock will find an audience” says Jim Receveur, managing director of SBS Radio in Denmark, in a press release.
The new station is part of SBS Radio’s new five-channel strategy which also includes the re-positioning of Radio 100 for male listeners, new late morning and afternoon shows on main station Nova FM and more focus on Copenhagen at oldies-based Pop FM. CHR-formated The Voice will be available on more frequencies throughout Denmark, lifting coverage from 60% to 70% of the population. Finally, classical music outlet Radio Klassisk and soft AC station Radio Soft will be turned into digital stations distributed via SBS Radio’s online service radioplay.dk.
The long-term goal of SBS Radio’s new channel strategy is to increase listening to commercial radio so that it eventually becomes more popular than public service radio in the age group 15-50 years.