Skinner vs Skins

XFM gets a bit of a schedule shake-up today as Ian Camfield returns to the station after his brief soujourn at K-Rock. The other big change sees radio veteran Richard Skinner, 56, join the station. There’s no doubt that Richard’s a great DJ, he’s presented on Radio 1, Capital, GLR, Virgin, Magic, Virgin Classic Rock, Classic Gold, BBC Radio Berkshire and Original 106, however, it does seem an interesting signing for XFM. The argument against says that as a youth station, having  a DJ twice the age of its average audience member seems a bit odd. The argument for says that XFM’s a music service and Skinner gives XFM some more musical clout.

Personally i’m not so sure about the hire. Even though XFM has moved away from the broader personality stuff recently and is focusing more on talking about the music, Skinner will have to work hard to connect with his much younger audience. Of course, there is another argument that he’ll bring some of his older followers to the station. Good for reach, no doubt, but not so brilliant for hours. It’ll be interesting to see how it plays out.

Meanwhile new kind on the block, NME Radio, has a schedule shift of its own – the addition of Skins Radio to the station. Every night from 7pm, Skins Radio will combine new music acts and interviews with the new Skins stars presented by James Theaker and Daniel Kaluuya. It’s young, young, young and seems even more so when compared to the addition of Skinner at XFM. It should also do very well for NME Radio, who have, I think, one of the youngest average ages for any station in RAJAR.

[disclosure: we do some online work for NME Radio]

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