Alternative Revolution: Steve Coogan to get battered for cash

Helen Clifton talks to Steve Penk about the new Revolution radio but Martin Coogan has other thoughts

Date Published: 05/09/2008

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From the ashes of Oldham’s much-loved Revolution radio station could rise a phoenix. It seems former breakfast presenter Martin Coogan hopes to enlist the considerable talents of his brother Steve to launch a new independent radio station for Manchester.

He’s always on the lookout for positive places to put his money. There is no way that he wouldn’t. It’s as simple as that. Or else I’ll batter him.

The news comes just a day after the official announcement that the station has been bought by radio prankster Steve Penk, and two weeks since owners decided to flick the MOR switch, ditching the station’s independent ethos for Phil Collins and Simply Red.

The move prompted the station’s impressive roster of DJs to jump ship, with Mani, Mike Joyce et al all handing their notice in, while devoted listeners were left stumped at the sudden and inexplicable shift in music policy. It is understood that Elliot Eastwick is the only DJ not have quit.

Martin Coogan – who two weeks ago was heard sarcastically extolling the virtues of Celine Dion - said he was certain his brother would say yes to the venture. In 2006, Steve recorded the Revolution’s Christmas Day special.

“He will contribute. He’s always on the lookout for positive places to put his money. There is no way that he wouldn’t. It’s as simple as that. Or else I’ll batter him.”

Former Revolution Head of Music Phil Beckett confirmed that the new city centre station would broadcast the music their listeners know and love across Greater Manchester – and that they were already looking for premises.

“It is very exciting. All the former presenters are involved. We have got very good connections financially. People have come to us saying they feel bereaved, and how much money do we need to get things going again. The reaction has been incredible. We are going to do something. We are not going down like that, as Cypress Hill once said. We are going to rise again.

“I was quite disgusted at the way it happened. They just flicked a switch and that was that. They made us look like idiots and slapped the listeners in the face. It could have been handled a lot better.

“It comes down to the fact it was a maverick radio station. There hasn’t been anything else like it really. We were doing it from the heart. Every single person who was on air was doing it for a reason that most people in radio wouldn’t understand.”

But with a three per cent market reach and 17,000 listeners, the Revolution’s RAJAR figures make dismal reading. They have plummeted considerably since March 2006, when there were 65,000 people regularly tuning in.

Following the dotted line down the middle of the road

RAJAR measure listeners by transmission area, which in the Revolution’s case is Oldham, Tameside, Rochdale and Moston, with a potential listening population of 503,000.

This area can be increased for a fee – but Phil says they didn’t have the funds to do that.

“The fact of the matter is that people who listen in Chorlton and Stockport didn’t exist as far as the figures are concerned,” he adds. “I’m certain we had more listeners.”

Joint owners UKRD and Hirst, Kidd and Rennie – who also run the daily Oldham Chronicle newspaper – sold up to the former Key 103, Fox FM, Virgin and Capital presenter, Steve Penk, for an undisclosed sum late Wednesday night.

Will this presenter start another revolution?

Penk first heard rumblings the station was up for sale three to four months ago, and says the former owners changed the music policy after they realised the station couldn’t compete commercially.

“The old Revolution had become like a small members club. It was almost elitist. That's all very well for listeners who like that, but in this city you have XFM and Rock FM that are basically going for the same market. There is competition from superior radio stations.”

But XFM has reduced its Manchester output dramatically favouring a largely networked content. It seems there just might not be as large an appetite for indie-style radio in Manchester as advertisers would like.

“For a period, there was definitely a defection to XFM,” Phil says. ”But I don’t think they were the competition – its like comparing Smash Hits to Q. They are fast and furious and we were trying to be a bit more seasoned.”

Steve says his Revolution will emulate BBC Radio Two by being comfortable and mainstream, combining new accessible artists like Adele with old favourites like Blondie. According to OFCOM documents released this week, the station now aims to tap into the 25-54-year-old 'easy listening' market.

“The Rev is clearly not working in its current format,” Penk adds. “It has lost an unbelievable amount of audience: I am all about bums on seats and trying to get people to listen. I am hoping to offer good quality entertainment programmes. It's as simple as that.

“I suspect that the current Revolution listenership will absolutely hate what the new Revolution stands for. They don’t want to hear Madonna and Simply Red, but that is what freedom of choice is about.”

He calls attempts to discredit the RAJAR figures desperate, saying they are the currency of the industry. And while he has no names in mind for the new line-up, he says economics will dictate the choices, while adding he finds it “bizarre” that the old line-up left.

“That was their decision, but it’s a decision that dumbfounds me. They didn’t know who the new owner was going to be. Its all very well having principles but principles don’t pay the mortgage.”

Manchester is a crowded radio marketplace - with Key 103, Galaxy, and Century offering something not dissimilar to what Mr Penk proposes. He may struggle. And judging by the Rev fans’ reaction to the loss of their beloved station, they will jump at the chance to once again embrace its esoteric ethos.

If Mr Coogan can put his money where his brother’s mouth is, they may be tapping into a whole new demographic.