Finally, the commercial radio industry is getting its act together. After a protracted struggle against tough advertising conditions, the might of the BBC and the pressures of consolidation, commercial radio companies have decided its time to up their game.
The industry's two main trade bodies, the CRCA and RAB are joining forces in a bid to drive revenue and audience, support advertisers, market the medium and represent the interests of the sector. The new body will also oversee new cross-company programmes made for broadcast across the commercial radio network.
RAB chief executive Douglas McArthur said: "Radio is firmly at the centre of media convergence. A new cohesive and forward-looking industry body should deliver a more valuable joined-up service to the advertising business in this digital future."
Commercial radio's share of the UK radio market is, at 42.8%, the lowest since new ratings methodology was introduced a decade ago. There is a 12.3 percentage point gap between itself and the BBC.
But industry insiders say the commercial sector has a greater number of listeners under the age of 65 than the BBC - the people advertisers are most interested in - and should concentrate on improving its services and trumpeting its triumphs instead of constantly sniping at the BBC.
What will be the major challenges facing the new commercial radio industry body and what should it concentrate most on - the threat from the BBC or the development of its own services?
