ABSTRACT
The station went on air in February 1999 and broadcasts to a potential audience of around 120,000 over-15-year-olds. Competition from other commercial stations is strong because of the location of Loughborough between three major urban areas. Trent FM in Nottingham, Ram FM in Derby and Leicester Sound all owned by the GWR group, as well as the regional station Century 106FM owned by Capital Radio, can be heard in the area, but Sheldon James does not see this as a problem. ‘At least our competition locally is all doing the same thing, so if we want to be different there’s a stronger chance of us picking up people who don’t like what they’re doing,’ he says.
