C4 radio 'will challenge BBC domination'

Channel 4's director of radio has declared its new stations will mount a challenge to the BBC's dominance of the airwaves.

Nathalie Schwartz told the Radio Advertising Bureau conference in London that 54 per cent of radio listening is currently to stations run by the BBC. Its share of speech radio listening is 86 per cent.

But she promised Channel 4's new stations, due to launch next year, would pose a threat on several levels: "We want to reverse that trend. It is about time commercial radio got its market share."

Speech station Channel 4 Radio is one of three digital services it will launch next year. Schwartz said it "will set the political agenda of the day".

"Why should the BBC have it all their own way?" she added. "When you think of radio drama why does it have to be The Archers?"

Schwartz said E4 Radio would show up BBC Radio 1's weaknesses: "Radio 1 was set up for 16 to 24s but their average age is 32 and it is about time this 16 to 24 age group gets what they want.

"This project is almost going back to the days of pirate radio - giving people amazing access to the national airwaves."

Pure 4, the third station on Channel 4's multiplex, will offer "music and modern culture" and be on air by July 2009.

Channel 4 is also leading the 4 Digital consortium which is bringing eight new channels to the air including Closer and Sky News Radio.