STV has announced it will launch a new Scotland-focused commercial radio station, marking a significant expansion into the audio market. The mainstream music station, designed primarily for listeners aged 35 to 54, will broadcast on DAB and online, with its studios based at STV’s Pacific Quay headquarters in Glasgow.
The station will feature mainstream music programming tailored to Scottish audiences, with a strong emphasis on presenters, news, and content relevant to listeners across Scotland.
It is positioned as a “truly national commercial station for Scotland,” aiming to fill what STV describes as a “real gap in the market” for locally focused commercial radio.
The new venture is part of STV’s wider strategic move to create a robust, future-proofed advertising business across digital and audio platforms, complementing its existing broadcast channel and streaming service, STV Player.
The station’s name and key presenters will be revealed later this year, with a launch expected around the turn of the year.
Leadership and Ambitions
The station will be led by Graham Bryce, former chief operating officer of Bauer Media UK, who was instrumental in launching Greatest Hits Radio across the UK.
Bryce said: “I’m delighted to be leading this new venture with STV, expanding its offering into the dynamic world of audio. 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 to the market. This will be a truly national commercial station for Scotland with presenters, news and content focused on the needs and interests of listeners living in Scotland. We believe there is a real gap in the market and I can’t wait to get started and shake things up!”
Bobby Hain, STV’s managing director for audience, news, audio, and regulatory, commented:
“We already have a strong connection with our audiences who know and trust our brand and radio is a natural extension for us, so 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 three commercial radio station in Scotland by 2030.
This is a move that will help us grow our audience even further and create exciting new commercial opportunities. Together, our broadcast channel, streaming platform and radio station will enable us to offer a powerful cross-platform and affordable advertising proposition with real regional flexibility and local targeting capabilities.”
The new station is part of STV’s newly created Audience division, which brings together its TV channel, streaming service, and audio business under one umbrella. STV says the addition of radio will allow it to reach millions of Scots every month and offer advertisers a unique, AI-supported, hyper-targeted commercial package across Scotland.
