STV, the Scottish broadcaster, has announced plans to launch a new commercial radio station aimed squarely at the 35 to 54-year-old audience. This move marks the company’s first major foray into digital radio, with a focus on delivering content tailored for Scotland.
The station will operate out of STV’s Pacific Quay headquarters in Glasgow, under the leadership of Graham Bryce, former COO of Bauer Media. Details on the station’s name, launch date, and key presenters will be revealed later this year.
A Fresh Voice for Scottish Radio
Graham Bryce described the new venture as an opportunity to “shake things up” in Scotland’s radio landscape. According to him, there’s a “strong appetite” among listeners for a station that truly reflects Scottish interests and culture.
The station aims to be “truly national,” with programming, news, and presenters that focus on the everyday lives of Scots. Bryce emphasized the gap in the current market for a mainstream music station combining local flavor with commercial appeal.
Unlike many national stations which often take a UK-wide approach, this new offering promises to put Scotland front and center. That includes locally relevant news updates and content designed specifically for Scottish audiences.
STV’s Broader Strategy to Grow Audience Reach
The radio launch is part of a wider strategic update from STV. The company has recently created an Audience division that brings together its TV channel, streaming platform STV Player, and this new audio business.
This restructuring signals STV’s ambition to strengthen its multi-platform presence across Scotland. The broadcaster hopes to leverage its strong brand in television and online to make waves in the audio space too.
The move is timely, given the rise of digital radio and the growing demand for content that resonates with local communities rather than generic national programming.
What This Means for Scottish Radio Market
Scotland’s radio market has seen some significant shifts in recent years. Many local stations were absorbed into larger networks — a notable example being Bauer Media’s rebranding of Clyde 2, Forth 2, and Northsound 2 as Greatest Hits Radio in April 2023.
Here’s a brief snapshot of recent local station changes:
| Station | Previous Branding | New Branding | Date |
|---|---|---|---|
| Clyde 2 | Local Scottish | Greatest Hits Radio | April 2023 |
| Forth 2 | Local Scottish | Greatest Hits Radio | April 2023 |
| Northsound 2 | Local Scottish | Greatest Hits Radio | April 2023 |
This trend has reduced the number of truly local Scottish stations, leaving room for a new player to capture listeners looking for that distinct Scottish perspective.
With Graham Bryce’s experience launching Bauer’s Greatest Hits Radio in 2019, STV appears well placed to make a splash and fill this niche with its new station.
What Listeners Can Expect
While the finer details about programming and presenters are still under wraps, the station will focus on mainstream music designed to appeal to those aged 35 to 54. This demographic is attractive for advertisers and often underserved by current offerings.
Listeners can also expect:
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News bulletins focused on Scotland
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Local stories and cultural content
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Music that balances popular hits with Scottish flavor
The station will be available on digital radio platforms and online streaming, embracing the growing shift in how audiences consume audio.
With the launch date and name yet to be announced, anticipation is already building. One thing is clear: STV is aiming to create something distinctly Scottish — a station that feels local, relevant, and fresh.
