brmb: the star of Birmingham radio.

brmb has been a staple of Birmingham media life since its launch in 1974 and part of Orion Media since 2009.  RadioCentre visited their Broad Street studios and spoke to group programming and marketing director David Lloyd.

What does your station stand for?
brmb is Birmingham’s radio station – with real character.

Why is brmb like no other station?
We believe we can deliver real entertainment and engagement around the clock - and we belong to Birmingham, as demonstrated by our commitment to news, travel and football.  brmb delivers distinctive radio – and our surprising music blend contrasts with all others.

What has been the biggest challenge for brmb recently?
Commercial radio has benefited in recent years from  the arrival of well-programmed, well-run and tightly-targeted brands.  brmb is one the heritage stations which suffered more than most from that competitive force.   Identifying and then occupying our territory has been the challenge at brmb, and we believe we are now making significant headway.

Can you describe your average listener?
The brmb listener likes living round here, is happy with their life and wants something more than just music from their radio choices. Our demographic and gender split is fairly broad, given that some of our elements appeal across the board, but our music focus is for those in their thirties.

What has been the biggest recent success for brmb?
We have been encouraged by the early signs of increasing audience numbers – particularly as it has occurred mainly in our target audience demographics.   We would also not be human if we were not moved by the phenomenal Walkathon fundraising efforts -  well over half a million pounds raised to build a home for injured British soldiers in Birmingham; as well as help for the Birmingham Children’s Hospital. When around 10,000 people walk 26 miles round their city in your name, it is a huge symbol of engagement – and trust.  We’re also pleased with our performance on-line and in social media, where we believe we stack up exceptionally well. All in all, this is a great backdrop now for powerful and interesting commercial activity.

What helps content on your station standout?
Our format demands great presenters – and it is the memorable radio which they create that really helps us stand out.  As showcased, of course, by emotive, powerful imaging.

What do you think your listeners want more than anything?
They want to be entertained.

What do you want for brmb in the future?
To consolidate and continue to build on our audience growth.

What three words best describe brmb?
Entertaining – Engaging – Belonging.