Becoming Source Radio and Going To AM
The rebrand came about as the station rarely broadcast on FM, and with the (later-fulfilled) possibility of an AM license on the way it was felt it was time to strengthen the brand.
Around the same time youth station Kix 96.2 closed down in the city, and flipped to an adult contemporary station, Touch Radio, which made it part of a network of stations in the Midlands. Source Radio, took this opportunity to fill the gap left, and although Radio 1 became the number one station in the city, Source Radio's placing and status offered a distinctive opportunity.
The station launched to the city on 1431AM on Monday, 5 March 2007 under the management of Kat Page, with a special programme presented live from the Student's Union nightclub, FiftyFour.
The AM launch coincided with the launch of 3G Smart Phones which could stream radio via apps such as TuneIn. This provided a means of listening on the move in a far better quality than AM. The young target audience are generally also quite "AM-resistant" and as a result, the 1431AM service never reached a particularly sizeable audience. The decision was taken to discontinue the AM service in 2009.
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