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The collapse in the 80s boom of
English language stations broadcasting to the Cote d’Azur left the two major
players that remain on air to this day. Some former staff from Sunshine and
Radio Nova established one other station in 1990 from Nova’s old base in
Seborga, Italy. Elektra 108, later re-branded Crown 108, broadcast BBC World
Service 24/7 via emerging satellite technology. In 1992 Riviera Radio’s then
breakfast presenter Alan West bought it out with backing from local Brits. West
transformed Crown into Star 108 with a Hot Hits format and programmes from
Voice of America overnights. The station faded in 1993 due to a lack of
advertising support.
1990 was the year that Riviera 104
made its long awaited move from Italy to Monaco with studios and powerful
transmitters rented from Radio Monte Carlo. To coincide with the move and a
change of channel to 106.5 and 106.3 FM the station re-branded as Riviera
Radio. Its new owners, London’s Capital Radio Group, provided the financial
muscle to underwrite this ramp up in operational costs. Under the aggressive
management of New Zealander Richard Yonge advertising increased and a varied
format of music and talk programming picked up a sizeable audience amongst the
local English speakers.
Despite an increase in advertising,
revenues were insufficient to pay back the dividends expected by Capital’s
shareholders. The station was sold in 1993 to British businessmen the Barclay
twins who had taken up residence in Monaco and at the same time had acquired
The European newspaper from Robert Maxwell. Under the local management of
Canadian Randy Kehrig, Riviera Radio continued to provide a varied mix of music
& information.
In 1995, the other remaining
international broadcaster Radio Relax broadcasting from Ventimiglia in Italy
was sold to a consortium headed up by husband and wife team Jack & Linda
Kelly and the popular CBS TV & radio commentator Charles Osgood. The
Kelly’s had owned a string of successful stations in the US. They began to
transform the bland easy listening muzak station into a quality adult music
station with significant chunks of BBC World Service output in the mornings and
early evenings. They also re-branded their station Radio International.
Meanwhile revenues at Riviera Radio
remained modest and in 1997 the Barclay brothers sold the station for a nominal
sum plus debts to Monaco based Danish businessman Per Mortensson. Staff and
costs were cut and programme output focused on automated music and sponsored
business programming. With the lucrative sponsored programmes on the wane,
Mortensson sold Riviera Radio in 2000 for several million dollars to the US
media group Morris Communications based in Augusta, Georgia.
The
current owners of both Riviera Radio and
Radio International see their stations
as strategic assets and have invested in their long-term future. Radio
International acquired another license establishing a second outlet, The Rock
Of The Riviera on 88.4FM. Riviera Radio has invested in high profile
promotional features. Both stations recognise the need to appeal to local
French & Italians as well as the minority Anglophone audience to become
viable. With increased competition from satellite TV and radio in homes, and
new digital cellular and satellite radio technology increasing choices for
mobile reception it will be interesting to see how these stations adapt and
survive.
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