AT TIMES the introduction of Radio Ireland's schedule was like an old-time revivalist meeting.
As the chairman, Mr John McColgan, spoke of his passion for and commitment to intelligent radio, one could almost hear music rising behind him. He even gave the press a taste of what the young McColgan sounded like on Radio Eireann many years ago.
If the launch was low on specifics that was understandable. Until Radio Ireland goes on air it can only offer us new names and new ideas which mean little until we hear them somewhere.
Radio Ireland will appeal to the 25-to-45 age range. It will have a 60-40 split between music and talk during the peak hours.
It will be music-driven but in an intelligent way, we were told. The schedule would be flexible, which seems to mean Emily O'Reilly and Gavin Duffy can abandon music for major stories.
Other ingredients promised at the hearings held by the Independent Radio and Television Commission last January were lacking in yesterday's briefing. There was no drama or documentaries, but the chief executive, Mr Dan Collins, promised more "quality programmes" as the station made money.
Lurking behind the enthusiasm were some weaknesses. News would appear to be one.
Radio Ireland had hoped to offer a national and international news service to local stations. As well as the possible financial benefits, up to £110,000 a year in subscription fees, this arrangement would have given it access to local news in local news rooms. Now it will have to operate through "stringers" and other journalists around the country while trying to compete against the resources of RTE.
But news is crucial in keeping an audience. Morning Ireland on RTE's schedule proves that. News bulletins from an under-serviced news organisation might be an unwise saving.
The station's strength seems to be music. Mr McColgan understands the importance of music for the target audience. The 25-to-45 age range buys most CDs, most hi-fi equipment.
Radio 1 has failed to attract the younger listener. Until recently that hardly mattered. 2FM took care of them, offering Gerry Ryan against Gay Byrne or Pat Kenny. But the arrival of local-radio seven years ago shocked RTE. In a short time 50 per cent of listeners tuned to local radio.
When the IRTC called for applicants for the national radio licence, all contenders, bar one, pitched their applications at the 25-to-45 age range. The recent schedule changes were designed to counter Radio Ireland before it began, even to the extent of including music in Daily Record, the drive-time news programme.
The advertising industry obviously welcomed Radio Ireland - any development that means more advertising space or time is welcome.
Nearly £40 million is spent on radio advertising every year and it is increasing, and while there is a shortage of space RTE cannot fill it due to legislative restraints.
However much the figures seem to be in Radio Ireland's favour, its marketing and advertising manger, Mr Dave Hammond, knows the advertising industry's caution. As so many have learned, radio is not a licence to print money.