Irrelevant reference to Downtown’s brand

I WRITE in relation to an article in the Belfast Telegraph (News, June 7), wherein an apparent U105 listener is quoted as saying: “Hope U105 isn’t going the same way Downtown went.” The background to the story, as you know, centred around recent documented changes and upheaval at U105.

As the Downtown brand was inexplicably linked to this story, it necessitated a response, as the quote was both ambiguous and pejorative by nature.

Furthermore, this glib, uninformed comment was not contextualised and gave no opportunity for response, or clarity. It is uncertain if the quote in question is referring to a loss of audience, or, alternatively, a loss of local programming/editorial control through a change of ownership, neither of which are, in fact, true.

With regards to audience, Downtown Radio has actually increased its base significantly since U105’s first set of data was published. All the more remarkable that a double-digit increase on the same period** has been achieved in a fiercely crowded and competitive market, with dozens of new DAB stations now available and despite the fact that Downtown has no FM outlet in the greater Belfast area.

What’s more, Downtown Radio only three years ago also launched a derivative station, Downtown Country (Northern Ireland’s only indigenous digital-only station), which has added 120,000 listeners since launch. Both as a single brand and with its country cousin, Downtown Radio is attracting more listeners through greater plurality and innovation.

If local programming control is the object of criticism in the quote, Downtown Radio has actually moved with the times to reflect listening habits, trends and cultural shifts.

We have retained and maintained our rich heritage, with local programming control providing a wide diversity of output.

Melodic tracks of today sit comfortably alongside treasured programmes, such as Big T’s highly popular radio show and our country and gospel output at weekends.

In addition, Downtown also launched a North West studio (Foyleside in Derry/ Londonderry). During the same time, competing stations in Northern Ireland have actually retrenched with many regional studios retreating from local communities.

I trust this letter may help provide context to what was a confusing, unnecessary and irrelevant reference to the Downtown brand.

STUART ROBINSON Programme controller Downtown Radio/Cool FM/ Downtown Country (All figures relate to RAJAR period Q1/18. Each station reported in its own TSA. ** Refers to RAJAR Q2/06 compared with Q1/18. Each station reported in its own TSA)