IT was little wonder that four of the five consortiums bidding for the national radio licence pitched their programming at the 25 to 45 year old radio listener.
Only one, Energy, headed by Dublin's 98 FM and including a number of stations around the country, aimed at a much younger audience.
Listeners between 25 and 45 are not simply the most valuable in terms of advertising but, more interestingly, are not catered for by RTE's Radio 1. It is increasingly catering for an older listener. The recent listenership figures shows a heavy concentration among those aged over 55.
Radio 1 attracts 57 per cent of the 55 to 64 age group and 60 per cent of the over 65s.
Younger listeners are turning to other stations, with the national station attracting only 17 per cent of the 25 to 34 age group.
Compare this to the local stations and the problem for Radio 1 becomes clear. Forty five per cent of those aged between 25 and 34 are listening to local radio, while 38 per cent of the same age group is listening to RTE's music station, 2FM.
An RTE executive stated privately that what it most feared from its new rival is a "young radio 1". That is exactly what most consortiums offered during the oral hearings late last month.
All spoke of a broad music choice, for an album buying age group, current affairs, news, information and entertainment.
Unlike Century Radio, which collapsed five years ago, it is unlikely Radio Ireland will seek to attract RTE's "stars". If it is to attract a new audience, one that channel hops, displaying less loyalty than their elders, it will need to produce its own talent.
However, RTE has already started to fight back. An internal review body has been examining the entire schedule and has made a number of recommendations.
In the past number of months RTE has changed its late morning schedule, revamped its evening programming and introduced a 24 hour service.
It has also brought the starting time of Morning Ireland back to 7.30 a.m. This move has clearly been designed to seize its audience as early as possible, using the most popular programme on Irish radio; the aim is to hold listeners with Mr Gay Byrne, Mr Pat Kenny on to lunchtime.
