Just how does the mind of John Myers think when it comes to radio? Myers, who quit heading Border Radio’s successful bundle of regional commercial stations for uncharted waters heading the new radio division for Guardian Media Group, recently spoke to members of the business community in Birmingham. In his speech, which we reproduce in full below, Myers spoke of today’s radio, the lack of local attention being paid by existing broadcast companies, and of the importance of (good) programmers who know and care about their listeners.

“Commercial radio has been a tremendous success story for both listeners and businesses alike. If you were an original investor, it would now be possible for you to live the kind of life you have always dreamed of. Since its inception in the early 70’s radio has continued to grow from what was affectionately known as a 2% medium to a figure today of over 5% with projections for growth in the year 2010 to a staggering 1.1Billion.

If you have been a listener, you have been able to tune to a much more varied selection of stations ranging from Classical, Rock, Jazz, music and speech, Dance and continuous Talk. We have certainly come along way and it is no surprise that most people view commercial radio as being in a healthy situation and stock market valuations continue to rise.

It is also a medium of change in other areas too. Throughout the UK, radio stations are changing hands more so than ever before. Those, which were losing a fortune, are simply bought by another for a few million, directors who were in danger of losing their shirts are now walking around in Armani suits. A station recently making less than £20,000 profit was sold for £4M, a group losing 2 million was sold for 22M, while another with modest profits was sold for £47M.

We certainly live in interesting times. But while for some the profits are good and the value of their shares surge forward, I worry that the actual ‘broadcasting’ side of the business is not nearly as healthy. I despair at the lack of ability amongst programmers to deliver something truly different and in the end, it may hold us back from moving the medium forward with the speed the industry envisages or hopes for.

The changing radio map has affected this region too with nearly every radio station owned by someone other than its original owners. Most recently, the Birmingham based station Choice FM was purchased by Chrysalis and with it a change to their popular Galaxy format. Your own Birmingham BRMB and Xtra AM stations were also sold off to Capital. In this sea of change the listener’s generally only care about what they hear through the speakers and if they don’t like it, they generally walk to another station without too much fuss. However, local stations and managers should be encouraged to keep their local and independent identity.

Of course, music led stations are popular and in Birmingham you have those which set the pace for many across the whole of the UK. But, as I tune across the dial, non-stop hits and some of those chloroformed presenters make me switch off just as quickly as they encourage me to tune in. As a listener I need more than that and as a programmer, I would wish to see some commitment from everyone within the station to its success. Those who live their lives by research alone or fail to drive their output forward sadden me a great deal. You have to be in radio for much more than delivering non-stop hits.

Where are the trail blazing programmers of tomorrow, those who know their audience inside out and are prepared to try something new. Where are those who are aware of their responsibilities as a guardian (no pun intended) of their own output. I doubt whether the majority of the audience in this room are committed commercial radio listeners. In fact, speaking to you during the lunch you have highlighted this. Have we failed you because of our lack of foresight, is the generality of commercial radio turning you away? The fact is that if you are not listening to us, you are locked into the BBC and their own range of services.

I believe commercial radio can serve you well, provided we are ready to grow our medium to include more speech within its boundaries. We should have the courage to aim higher and include more news and sport, information and entertainment and presenters who have lived a little so that they are experienced enough to talk about life itself. It is equally important not to be despondent should we experience the odd failure along the way too.

Kelvin Mackenzie’s and his recently much publicised win of the cricket rights from the hands of the BBC was interesting. Whether he is wrong or right remains to be seen, but you have to admire his determination to offer something different. If he attracts a new audience and they remain with the station, he is a winner, if they simply go back to their old stations after the last ball has been bowled, has he lost anything anyway. In my book he gains respect for his ambitions. His audience is different to others, which means he can sell that to advertisers and grow his business in his own way.

For me, the future of commercial radio lies with the programmer. Never before has there been an opportunity for those with sound and solid programming talent to win by bringing the region together. New ideas and new ways of doing it are always in demand, but sadly, the struggle is not always with the audience, it is more often than not with the company themselves.

Those who sacrifice local programming in the single-minded pursuit of profit are letting radio down. The licence holder must be encouraged to throw a little of that huge gain back into more regional and local programming. I am not against networking programmes across a number of stations a couple of times a week, but I am old fashioned enough to believe that those who are awarded a local licence, should in fact be made to broadcast more locally produced and presented programmes for the vast majority of the day. Why do those with AM licences treat them as if they have some contagious disease? Our industry surely has enough programming talent to make AM radio work. It only needs patience, inventive programming and the backing from those with the money to allow things time to grow.

I recently attended a dinner in Birmingham, where once the subject got around to radio, everyone had a view on Capitals decision to change the name from Extra AM to Capital Gold. There was a collective view that it was not a good move for the city or indeed for the stations own respective business. I ask if the station has increased their local output or reduced it since its inception. Has the station continued to deliver a truly local service, reflecting the needs and wants of the audience it serves? Is Xtra AM still as good today as it was before the take-over or has it improved ten fold since the switch? The opinions are varied and perhaps the current listening figures for the station reflects the view of the listener.

What is certainly true is that across the UK, we have an obsession with playing more hits than ever before. Like it or not, you get Tina Turner and Phil Collins ‘till it drives you nuts and when your begging for mercy, we throw in Boyzone as well. In fact, just as you slash your wrists and dive into the canal, we haul you back to hear even more of the Irish band until your naming your kids after them. And what’s more there is no escape, because sadly if you listen closely, they would seem to fit every single format on the dial from Dance to Gold. Tune in to Galaxy, BRMB, Xtra AM, Mercia and you’LL hear them again and again.

No wonder Radio 2 is becoming more popular than ever before and in my book the biggest threat to commercial radio for some time. They are quietly and confidently getting their act together. Thankfully though, it is a bit of a secret. If you ask the listener which station they are listening too, many will name another in case they are seen as ‘too old’ for life itself. This is purely a profile and marketing problem for the BBC and once conquered, they will continue to win even more of our beloved audience. Commercial radio’s defence in the locality, must be the local and regional difference of its programming. To cut back on these essential ingredients allows Radio 2 (and others) a free ride to success.

In order to stand out and be different and ensure commercial radio continues to meet the needs of its audience in all of its demographics, the Guardian Group hopes to play an important role. For us it is important that a new station for the West Midlands is committed to the region 24 hours a day, not just a token daytime offering. We have to ensure that those who want information on business, news, arts, sport and entertainment are provided for, just as much as those who would wish a wider range of music. There is nothing wrong with being different, it is a great strength from which to continue to grow.

What has to be avoided are those who win licences with a promise to be different and then bring it closer to the centre at the first opportunity. A stations promise of performance or ‘Formats’ as they are now called should be seen to operate as much in spirit as they are in words. The Radio Authorities lighter touch should not be so light as to allow individual stations or PD’s the opportunity to change formats to their own liking without approval from the regulator.

I cannot understand local stations who wish to reduce the number of local news bulletins either, I fail to see the advantage in removing local programming from an audience which is purely local all the time. This trend of becoming more mainstream will surely fight against the development of commercial radio as a whole. We have to ensure a wider choice of listening remains at the very heart of our mediums continued climb.

Much has been said of the BBC’s ability to offer choice. But, it is easy to sometimes forget about their privileged position. That said, no one could deny the success of Five Live. It is a fabulous radio station, but isn’t it interesting how it works because it’s different. If it were commercialised tomorrow it would make a fortune. On the local front there is no doubt that it is right for the commercial industry to challenge their large dominance of the dial. It is ridiculous for one BBC Local radio service to be heard on four or even five different frequencies, while the competing commercial station is on one. We need to review the spectrum and release more space for more stations and indeed in much large cities, competing commercial stations too.

There is also a question to be raised about the viability of BBC Local radio today. It was and has been part of our lives for so long, but, with the explosion of commercial stations across the UK, we need to ask if BBC Local radio is relevant ‘today’ and perhaps the huge space they occupy on the dial can be put to better use by the independent sector.

We should encourage those who are able to take reasonable risks to deliver something new. If a radio station can be created which serves the needs of the region and is determined to continue to develop a difference in its output, you should grab it with both hands.

The Guardian Media Group are applying for the West Midlands licence in the belief it can offer something different and ensure there is no slide towards mediocrity. This is a fabulous region which demands that subjects and issues are fully debated, that the business community has a voice, that Sport continues to be well represented, that charities and community organisations have a platform and yes, that Boyzone and Tina Turner have another outlet for their music, albeit with a far lower repetition. The year 2000 offers more choice and I hope you will support our efforts to bring it to you.