STV has announced the launch of a new “Scotland-focused” commercial radio station, with former Bauer Media UK COO Graham Bryce at the helm.
The new station will be based at STV’s headquarters at Pacific Quay in Glasgow and will target listeners aged 35 to 54. It will broadcast on DAB and online, with further details including its name and presenter lineup to be announced later this year.
The project is part of a wider strategic shift by STV and sits within its newly formed Audience division, which brings together its TV channel, streaming service STV Player and the forthcoming new audio service.
Bryce has been appointed managing director of audio at STV. He will report to Bobby Hain, who now leads the audience division as MD, having previously served as MD of broadcast at STV.
Hain said: “We’re delighted to be breaking into this market with an exciting new offering for listeners across Scotland. We have a clear ambition to be a top 3 commercial radio station in Scotland by 2030.”
Bryce added: “Radio listening remains robust and with Scots having a strong appetite for commercial radio, I’m confident our new national station will offer something different and exciting. This will be a truly national commercial station for Scotland.”
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STV says the move will help deliver a new level of cross-platform commercial flexibility, offering advertisers a multi-platform and data-supported targeting opportunity across digital, television and now radio.
Bryce was previously responsible for the launch of Bauer’s Greatest Hits Radio in January 2019. Local stations including Clyde 2, Forth 2 and Northsound 2 were rebranded under the Greatest Hits Radio banner in April 2023, along with local stations in many other parts of the UK.
The announcement came as STV Group is holding a Capital Markets Event for analysts and investors, at which the leadership team will present STV FastFwd to 2030, a refresh of the company’s business strategy, and set out new long-term growth targets. Other key expected announcements include that STV Studios will double revenue to £200 million (€237m) at 10 per cent operating margin; the new Audience division will grow revenue annually in line with GDP and operating margin of 17-20 per cent, and group operating profit should be between £30-£35 million.
Through the strategy, STV’s vision for 2030 is to be a globally recognised content powerhouse, and Scotland’s leading platform for audiences and advertisers.
