Radio Continental translates to MAX FM in re-branding exercise
…targets youth audience
The management of TVC Communications has decided to rebrand its radio arm, Radio Continental, which is now to be known as MAX FM 102.3. This is to make the broadcast channel more attractive to advertisers.
The rebranded channel was unveiled at an elaborate launch on Friday night at the Federal Palace Hotel in Lagos, and the management has said the radio frequency will now be loaded with youth focused content in a bid to make it more attractive to advertisers.
Speaking exclusively to MARKETING EDGE, the Commercial Director of TVC Communications, Roland Edmund, disclosed that from 9pm on Friday, 20th of October, 2017, Radio Continental seized to exist. It will be replaced by a hit music station called MAX FM , which essentially targets 15 to 34-year-old adults.
According to him, MAX FM will play Nigerian hit songs and they will be played on high rotation. “People will hear between 10 and 12 songs an hour on very high frequency. This is very unusual. People will know when they tune in to MAX FM 102.3 that its hit music they are going to hear. Eighty percent of the songs shall be the best of Nigerian music and 20 percent being the best international songs”, the Commercial Director said.
“The reason we are doing that is, having spoken to agencies and advertisers, they are consistently telling us that they are targeting a young audience and they want to target that audience through entertainment and, in particular, music. We are very strong in entertainment and music on TVC entertainment, our television station. So it makes sense for us to relaunch our radio station as a hit music radio station so the two can work closely together.
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