Competition in the radio market in Cork is set to intensify from 8 a.m. today when the State's newest radio station, Red FM 104-106, begins broadcasting. Total investment in the new station is ¤2.8 million (£2.2 million).

The station is entering a crowded market dominated by two powerful players - County Sound and RTÉ. Red FM, previously known as Red Hot FM, is directly targeting younger age groups and its attack is likely to be focused on the two national music stations - 2FM and Today FM, owned by Scottish Radio Holdings.

Red FM's promotional material and round-the-clock programming is unashamedly aimed at young listeners. The oldest listener quoted in its focus group research is just 31, while all focus group quotes in its advertising promotional material relate to music.

In its submission to the Broadcasting Commission of Ireland, Red FM made it clear that it sees RTÉ as its main target in the 15-34 market, while the dominant player in the region, the Ulster TV-controlled County Sound, is seen as strong across all age groups.

The most recent JNLR listenership figures for the first half of 2001 - regarding people who listened to individual stations the previous day - confirm County Sound's dominance, with 58 per cent. The two RTÉ stations each had 25 per cent listenership figures, while Today FM has 16 per cent. Red FM itself has projected listenership in the 15-34 age group in its first year of 75,000 - more than half the total listeners in that age group.