The latest six monthly commercial radio ratings were released on Thursday and they provided more evidence that Kiwi FM simply isn’t working.
The station that is occupying the three FM frequencies supposedly reserved for a non-commercial youth radio network attracted a dismal 0.1% of the nationwide ratings – exactly the same as it got in the last ratings sweep.
But in the cumulative audience figures category it actually shed some 3,900 listeners, dropping from 23,900 to 20,000.
In the crucial Auckland market Kiwi FM dropped from 0.2% to 0.1%.
It all adds up to a station that New Zealand youth don’t want to listen to.
The former Minister of Broadcasting Steve Maharey said the station would be given a year to prove itself – yet nearly two years later this radio flop continues to occupy the three frequencies that should be home to a non-commercial youth radio network.
Maharey ignored the warnings from Neil Finn and others that Kiwi FM would be a disaster.
Interestingly there appears to be signs that more and more people are giving up commercial radio for the varied delights of internet radio – listeners are fed up with the diet of pop and pap that dominates commercial radio and are simply switching off.