Magic 105.4 FM - History

History

In 1998, Melody FM was purchased by media group Emap from Hanson plc; the Magic brand replaced that of Melody's in December of that year.

On rebranding Melody FM, Emap introduced automation to the station for the first time - weekday afternoons were split with a 'non-stop music hour', first sponsored by the now defunct energy company Calortex, and later by the Emap-owned Red magazine. Magic was criticised for automating a further eleven hours of its daily output (7pm-6am) given the reach and size of the station.

In an attempt to cut costs, Magic began networking its mid-morning show, hosted by Richard Skinner, and automated overnight output with the eight other Magic Radio stations in the North of England in January 2002. Audience figures fell on all nine stations in the twelve months that followed, some arguing a lack of local content had driven listeners to tune away. Networking was ended in January 2003, although the eight 'northern' Magic stations continued to share a mid-morning show, hosted by Mark Thorburn, and have now been networked again, with the exception of local breakfast shows, following a repositioning of the northern Magic group in mid-2006.

The end of networking heralded a programming shift; Magic adopting its 'more music, less talk' ethos. Former Capital FM head and radio consultant Richard Park was brought in to increase the station's audience share. In September 2003, Magic saw its first major revamp: live programming replaced automated output in the evening, and Independent Radio News-employed staff manned the station's daytime news output, removing shared presenting/newsreading responsibilities, a legacy from Magic's predecessor, Melody FM.

Recent years have seen a reliance on weekend celebrity-hosted content and large cash prizes to entice listeners - the award of £110,600 to Nicola Diss, the winner of the popular Magic Mystery Voices contest on 12 January 2006 was the largest cash prize given away on UK radio since 1999, a sum surpassed just a few months later by the prize collected by listener Dawn Muggleton in the Smooth Secret Song competition on London rival 102.2 Smooth FM, scooping £118,454 on 19 April 2006. However, Magic regained the honour on 30 March 2007 with listener Maria Crosskey winning £168,600 in a six-month-long Mystery Voices contest, although she was later disqualified (see 'Mystery Voices' below).