Media & Marketing: One has to feel just a little sorry for UTV at present. The company, which owns radio and TV stations in the Republic, Northern Ireland and the UK, is at a key stage in its wooing of fellow media company Scottish Media Group (SMG).

So far, two approaches from UTV to SMG have failed to result in a merger between the two firms. At issue is the value of both companies. Up to now the debate has centred around what kind of stake SMG should get in any merged entity. SMG feels a 55:45 split in its favour represents a fair valuation.

But developments in Limerick may cause some people to question the total market value of UTV in the future, rather than SMG. The decision of a consortium called Heart FM to submit a competing application for UTV's Limerick's Live 95 FM licence is bound to irritate UTV chief executive John McCann.

The licence is now 10 years old and competitors are entitled to fire in a competing application to the Broadcasting Commission of Ireland (BCI) in a bid to wrestle the licence from UTV. But what is most interesting about Heart's application is that among the members are several staff that formerly worked at Limerick's Live 95FM.

The consortium includes Seán Ashmore, who worked as chief executive at the station in 2001. There is also Ciara O'Connor, who worked in Live in 1998 and Edel Ryan Madigan, who worked with the station as financial controller up until early last year. She was on the station's board. Matt Dempsey, an experienced radio programmer, also worked with the station up until 2001. Other consortium members are comedian Pat Shortt and members of rock band The Cranberries.

UTV is unlikely to be too happy to see so many former station employees stepping up to possibly snatch its licence away, but that's business.

Incumbent licence holders tend to have a big advantage, but Mr Ashmore says whoever has the licence "should probably be doing a lot more with it". He says its bid involves a live 24-hour station, whereas UTV will depend on automated programming during certain periods.

Asked to rate his chances, Mr Ashmore said: "UTV have an advantage in than they have a track record. But there is also a danger there. We are promising to do more and our investment will be larger. But it comes down to the commission ultimately". The group has spent €80,000 on its application so far.

The station is believed to have a turnover of €3 million, but this is expected to rise to €4.8 million by about 2010. But the Heart group believes there is untapped revenue in the city, with Limerick effectively a hub for the whole mid-west. The next BCI meeting on October 9th will decide on the matter, although oral hearings can also be ordered and this would push a final decision very much toward November/December.

'Corrie' loses shine

As the takeover of TV3 by private equity company Doughty Hanson moves towards completion, one of the station's prize assets may be losing some of its lustre.

Figures for programmes in the first half of the year show the soap was watched on average by 640,000 viewers at its peak. However, this was down from 756,000 the previous year however, which was a drop of 15 per cent.

Clearly TV3 is not past its peak, but maybe its prize programming possession is?

Galway Bay deal

The €20 million purchase of Galway Bay FM was agreed several months ago, but the transaction has yet to be completed. The acquirer is the Connaught Tribune group, which already owned 27 per cent of the company.

The Competition Authority's website shows the transaction has yet to reach them, although sources close said yesterday it was close to being forwarded to the authority. The BCI has already been informed of the deal and given its approval. The deal is relatively unusual in competition terms because it involves the merger of a radio station and newspaper from the same city.

Marketing awards

Nominations for Ireland's top marketing professionals are sought for the 14th annual Marketer of the Year organised by Marketing magazine. The awards take place in association with Alternatives, the marketing company. The judging panel is chaired by Geraldine O'Leary, commercial director, RTÉ Television.

Entries must address the implications of the marketing strategy for the business.

Key consumer insights driving the candidate's strategy also need to be outlined, along with the sustainable competitive advantage arising from the strategy. Details are available on www.marketing.ie

Emmet Oliver can be contacted at eoliver@irish-times.ie