[size=1]The Guardian 23/09/2003 - Owen Gibson[/size]
Capital aims to restore young adult appeal
Forbes: taking over weekend breakfast show with Andi Peters
• Emma Forbes and Andi Peters, who made their name fronting BBC kids morning show Live & Kicking, are to be reunited as the presenters of Capital FM's weekend breakfast show as part of a wholesale schedule revamp by the London station.
• The changes add to the woes of former Big Brother winner Kate Lawler, whose Hit Music Sunday, the radio show she co-hosts with Peters, was dropped by Capital yesterday. Her Channel 4 breakfast show, RI:SE, was axed on Friday
• The recently appointed managing director, Keith Pringle, has approved a string of changes to the existing schedule in an effort to broaden its appeal among its core audience of 25- to 34-year-olds.
• The station has seen rivals such as Emap's Kiss threaten its popularity among younger listeners and has been accused by some advertisers of letting its audience grow old without replacing them.
• A Capital spokeswoman said the new schedule had been designed to "fit in with the lifestyle" of the core audience. Lawler will present a series of specials for the station, but will not have a regular slot, she added.
• "When you're the most listened to station in town its easy to stick with a tried and tested formula. However, we know that to stay ahead of the rest we need to be constantly innovating and evolving to keep pace with London and Londoners," said Mr Pringle.
• "The development of our music policy and new shows across evenings and weekends will highlight our passion for music across the spectrum and give listeners the quality radio they deserve," he added.
• Ratings for Capital's London station dipped to an all-time low last May, with its market share falling from 8.8% to 8.1%, but it has since recovered to 8.9%, according to the latest Rajar results.
Capital aims to restore young adult appeal
Forbes: taking over weekend breakfast show with Andi Peters
• Emma Forbes and Andi Peters, who made their name fronting BBC kids morning show Live & Kicking, are to be reunited as the presenters of Capital FM's weekend breakfast show as part of a wholesale schedule revamp by the London station.
• The changes add to the woes of former Big Brother winner Kate Lawler, whose Hit Music Sunday, the radio show she co-hosts with Peters, was dropped by Capital yesterday. Her Channel 4 breakfast show, RI:SE, was axed on Friday
• The recently appointed managing director, Keith Pringle, has approved a string of changes to the existing schedule in an effort to broaden its appeal among its core audience of 25- to 34-year-olds.
• The station has seen rivals such as Emap's Kiss threaten its popularity among younger listeners and has been accused by some advertisers of letting its audience grow old without replacing them.
• A Capital spokeswoman said the new schedule had been designed to "fit in with the lifestyle" of the core audience. Lawler will present a series of specials for the station, but will not have a regular slot, she added.
• "When you're the most listened to station in town its easy to stick with a tried and tested formula. However, we know that to stay ahead of the rest we need to be constantly innovating and evolving to keep pace with London and Londoners," said Mr Pringle.
• "The development of our music policy and new shows across evenings and weekends will highlight our passion for music across the spectrum and give listeners the quality radio they deserve," he added.
• Ratings for Capital's London station dipped to an all-time low last May, with its market share falling from 8.8% to 8.1%, but it has since recovered to 8.9%, according to the latest Rajar results.




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