[mbMember]

The new Viking FM package has crept into the TM Demo centre.
Sounding Good

[ah-mediaMember]

Yes it does sound good – I have to say, personally, I think The Bee is a better package bit it's very good Let's see how many re-sings we get out of it

[martinlesterMember]

Yes Good Package

but what I would like to know is are they making full use of it

lots of Re-Mixes are included but in the UK most stations never use most of them

Take the Shotgun Mixes for example great to use between the records but most stations would rather make use of
an 3rd rate linner (The Bee is an classic example )

Anyone in the Viking FM area ?

[JingleMadMember]

Cue Hullonian

[MartinS]

I took a bit more noticed on how the package was being used whilst over in central Yorkshire today:

Ramps were used after the news to launch into the hour.

The odd shotgun was used into the ad break, to punctuate following the presenter talking over the end of a song

Regular out of ad break imaging employed the basic jingles (length of the 'slogan' cuts on the demo) with a voice over of Dave Bethell plus the female used on Radio Aire (and now Key 103) saying 'The Best of the 80s, 90s and now'

Inbetween songs sweepers used, with pretty similar to the voicing on the out of ad breaks mentioned above.

All in all, very good use of the package. I think the tracks are great – very contemporary indeed. The clearer vocals make the package go better with Viking FM's move to more of a Hot AC format. The 'flared' lyrics on the last Reelworld custom package were perhaps a bit CHR sounding for the current format.

The only thing I would have done different is to have a bit more of a variety with the vocal sound. As the demo suggests, the package could be used with the guys or with a group. For a station that is meant to be variety based, the vocals on the jingles do sound a bit samey with the same female vocal on each cut. It would be great to hear some resings with a group / male vocal. These would be useful going into certain songs given that the voiceover/sweepers employ a female and lighter male voice.

Slightly off topic, on a similar note I did noticed that Radio Aire used one of the shotgun versions of a Wise Buddah cuts (cut 2) to bridge two songs today – sounded good.

For several years I lived in the Radio Aire / Hallam FM / Viking FM / TFM reception overlap and always went with Radio Aire as the main listen. I would certainly be giving Viking FM a chance nowadays. Given the playlists are now all the same the imaging is one of the few things that differentiates. Interesting now that these four EMAP stations all have different producers for their main jingles (Wise Buddah, Reelworld, Jones-TMCentury and IQ Beats). There was a time when all four were airing JAM jingles (around 1991-1993), which gave a JAM overload in central Yorkshire when Minster FM went on air with JAM jingles in 1992.

[jam rocks]

Like the fact they have real jingles again but dont count them as memorable or recognisable brand image.

[Author]

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