Channel 4 Radio Network to spread wings overseas

Channel 4 Radio Network is setting its sights on the overseas markets - with services already on the air in Iraq, and now in Sudan.

"We have plans for other markets in the region. Arabic radio programming in general has not been formatted properly. There is no clear identity.

"This is why we believe a company such as ours with a track record can play a significant role in tuning into what people want.

"Beyond this region, India and Pakistan are interesting prospects.

"However, the high licensing fees in India are definitely an issue," said Mohammad Murad, managing director of the Ajman-based company.

"We have an established name in the UAE, with our Arabic channel, 107.8, being the leader in its category. We made a conscious decision to target this station to a young listener base between 15 and 35 years of age.

"There was no point in trying to cater to everybody and it certainly would not help us to be the fourth or fifth Arabic station in terms of following," Murad said.

The same strategy is being followed for the Baghdad station, which went on the air late last month. While Channel 4 Radio Network is part of a joint venture for this initiative, it will have management control.

It is the first commercial music station to broadcast from the Iraqi capital, which is home to 8 million people.

The station will have an initial coverage radius of 100 kilometres.

A radio station in Khartoum, Sudan, has just gone live and will beam its programmes to a prospective market of 10 million. Again Channel 4 Radio Network's offering is a first for that market.

"Given what we have done to date in the UAE, there is no need for us to reinvent the wheel when we enter a new market. Our running costs are low and this gives us the efficiencies that makes a business profitable," Murad said.

Although the Iraqi venture is the first time Channel 4 has launched services in an overseas market, it did build radio stations in Egypt three years ago on behalf of a client.

"I think the immediate need is to ensure a continued strong focus on the pulse of the listenership and their needs in programming, shows that are relevant to their mindset, local flavours and tastes.

As programming is specially created for this market, another key area is the music as one of the key bestsellers," said Mohit S. Balani, creative head programming.

For its Iraqi service, Channel 4 has already signed up with some leading brands.

Channel 4 also believes there could be more opportunities in the medium term in the UAE.

Tuning in

• Channel 4 operates three stations in the UAE 107.8 (Arabic), 89.1 (Hindi) and 104.8 (English).
• It is the first commercial music station to broadcast from Baghdad.
• It has just entered Khartoum in Sudan with programmes aimed at a prospective market of 10 million.