Sky Radio, which is suffering a falling audience share and is reportedly up for sale, has issued an upbeat press release to coincide with its 17th birthday tomorrow. According to Sky Radio, it was the first non-stop music station in the world when it launched on 30 September 1988. It grew into the most listened-to radio station in the Netherlands, and according to the press release still reaches the most listeners of all the commercial radio stations. This refers to the weekly reach, rather than the market share.
Carlo de Boer, Director of Sky Radio Nederland, says “In 17 years, a lot has changed in radio land. There are now a lot more stations and the competition is cutthroat, but there’s still only one Sky Radio. We’re very happy that so many people choose us on a weekly basis. Our popularity is growing especially among women. From next Saturday, Sky Radio’s new TV campaign begins, in which we emphasize what listeners can expect from Sky Radio 101 FM: a relaxing music mix. Things are also going very well with the other two stations in the Sky Radio Group: Radio Veronica and Classic FM. The 80’s and 90’s hits and the well-known DJ’s on Radio Veronica account for record after record in the listening figures, and Classic FM remains the most listened-to classical music station. So Friday is time for a little celebration.”
Andy Sennitt adds: It seems as if a rumoured move to change from continuous music to presented programmes has been put on hold, probably because of the plans by News International to sell the Sky Radio Group.