Lend Me Your Ears

Ever feel like there’s too much news?

Not too much bad news, just too much news.

Then maybe 4fm is for you.

The new station advertised for applicants today, and their website also includes details of their planned schedule.

Radio listeners in Ireland really have two only two format choices on the national airwaves.

On the one hand, there’s RTÉ Radio One and Newstalk, both effectively all-talk stations.

Sure, there’s an hour of music from Ronan Collins at midday on RTE, and you might catch the occasional song late at night on Newstalk. Mostly though, there’s talk.

On the other hand, there’s 2FM, TodayFM, and a host of local stations, pumping out music with the occasional smidgin of chatter.

4FM hopes to split the difference.

First off, it’s targeting the over-45s, a market generally ignored by music stations hungry for the 18-35 demographic.

The format focuses on easy-listening music, but the morning is a mix of music and discussion, with an hour of drivetime evening news.

It has the potential to be an excellent mix, and will at the very least shake up a market.

You can never have too many choices in forming an opinion.

By Gerard Cunningham

Gerard Cunningham occupies his time working as a journalist, writer, sub-editor, blogger and podcaster, yet still finds himself underemployed.