JACK WANTS TO PLAY WHATEVER HE WANTS IN OXFORDSHIRE

Clive Dickens – Milkman Unlimited

Absolute Radio is aiming to introduce the Jack FM format into the UK after signing a deal with the brand and format owner SparkNet Communications. Absolute will use the format, which at present has only been adopted by radio stations in North America, for an application it is submitting today to regulator Ofcom for a new FM licence in Oxford and South Oxfordshire.

The Jack format has been a huge success after first appearing in Vancouver and has been adopted by around half a dozen Canadian radio stations and more than 30 across the States. Operating under the slogan "playing what we want", the format has been seen as the radio equivalent of the iPod as it mixes up genres and eras of music and tends to draw from a much wider selection of tracks than a typical radio station. Absolute's application comes just a day after it announced it had struck a deal with the Milestone Group to buy one of Oxfordshire's two existing commercial radio stations, Passion FM.

Absolute Radio programming and operations director Clive Dickens says, "Having carried out one of the most extensive and exhaustive analysis the Oxford radio market has ever seen, it was clear that there is a distinct lack of listening choice for the adult 35-54 market in the area. Jack FM is new and fresh and will provide quality local news and content blended with the most music of any local radio station in Oxfordshire."

SparkNet Communications' Garry Wall adds, "We chose to work with Absolute Radio because of their commitment to doing something truly different in UK radio. In the ultimate English city of Oxford, where BBC Radio Two's music variety is gaining huge popularity, it's fitting that the market responded so positively to the Jack FM concept." The licence is expected to be awarded this September while Absolute says if it wins it will be on air by the following March.