| At its launch in March
1990 Choice FM promised to support the African British community
by providing the monocultural programming and diverse speech/discussion
programmes that were not available from existing media networks.
13 years later, in 2003, Choice
Fm is on the verge of selling out to a Capitalist FM station.
Choice has already taken the decision to make itself more
attractive by having a daytime playlist that is restricted
to a single genre and consists of almost 90% African American
artists.
In addition, there are no peak time, topical
weekday discussion/ phone in programmes, or any sustained
support for new UK artists who may be unsigned or on independent
record labels. To increase its market share, and forthcoming
buy/sell out value, Choice Fm’s original, dedicated
monocultural music policy has been replaced and re-branded
to be compatible with the oversaturated ‘urban’
market.
These ‘strategic’ changes
have been at the expense of quality programming for the African
British community. We now receive a lacklustre service that
promotes, and therefore actively supports, negativity through
its music policy to the detriment of all sectors within our
community; A slap in the face for the very community who campaigned
to get them on the air in the first place!
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