
Alongside the revolution in television broadcasting, a similar battle of the airwaves is being waged on the radio. Will this forever wipe away the narrow choices offered by existing stations? Or is it possible to have faith in a revolution being waged from Downing Street? Grant Goddard examines the background to the first franchise application in London and looks at the way ahead for both winners and losers.
It was a little after 6am when Gordon Mac made his first phone call to the Independent Broadcasting Authority [IBA]. This was the long-awaited day when it would be announced whether his station âKISS FMâ had won the new London radio licence. But, despite an assurance that someone would be at work in the IBAâs Radio Division at this time, a recorded message merely told him to call again during normal office hours.
Mac was bursting to know whether the last seven monthâs work making a huge written application to the IBA had been a success. KISS FM had earned an enviable reputation as Londonâs best dance music station during four years of pirate broadcasting.
But transmissions had been stopped from December â88, in line with the governmentâs demands, to try and win the single London FM licence advertised by the IBA.
Mac left home in a hurry and drove across town to the KISS FM office in Finsbury Park. The rail strike had already clogged the streets with traffic, leaving him too much time to ponder the outcome of this crazy licence lottery.
By the time he reached the office just after 8am, the dayâs post had already been delivered. The embossed IBA envelope enclosed a two-page letter, but the second sentence said it all: âI am afraid the decision is, for you and your colleagues, a disappointing one.â
Thirty other applicants were opening similarly apologetic letters across the city, but there was one group who could now celebrate in style â âLondon Jazz Radioâ [LJR] had just won the first new city-wide music radio licence since âCapital Radioâ in 1973.
The IBAâs press conference that afternoon was a strangely defensive affair. There were not many questions about LJR, but plenty of time was spent discussing why KISS FM had failed to win. Though the IBA refused to elaborate on the relative placings of the 31 losers, KISS FM was definitely in the short-list of five or six, and most probably the runner-up.
The awkward sensitivity shown towards KISS FMâs rejection reflects an awareness that they were certainly the publicâs choice for a new London station. KISS FM was the only applicant to have already established a strong awareness among Londoners of its name, its music and its presenters.
The recent success of KISS FM team members Coldcut, Jazzie B, Richie Rich and Derek B in the pop charts has confirmed the stationâs role as an important catalyst in the growth of home-produced dance music.
A further embarrassment was caused as this affair was the second occasion in recent years when a carrot has been dangled in front of pirate broadcasters to induce them to quit the airwaves. And the second time the carrot has been unexpectedly pulled away at the last minute.
The first voluntary pirate shutdown happened in 1985 when the Home Office encouraged them to apply for experimental community radio licences. Then, after lengthy prevarication and the receipt of 286 applications, the plan was abandoned.
The second carrot was offered last year with the unveiling of the IBAâs âincremental contractâ scheme for 21 new stations. Only those pirates who quit the airwaves before 1 January 1989 would be allowed to apply, so several stations (including KISS FM) duly complied and shut down. So now that the London licence has been awarded to a wholly non-pirate group, it was hardly surprising to see yet another carrot pulled out of the bag and shoved in KISS FMâs face.
âKISS FM put in a very strong application,â admits Peter Baldwin, the IBAâs director of radio. âIBA members felt very strongly that there were a number of applicant groups who could have been offered a contract, and we are seeking the governmentâs agreement to release additional frequencies so we can broaden the offers to these applicant groups.â
So KISS FM could be given a licence soon as a sort of prize for runners up?
âOne has no idea where KISS FM will come in that,â says Baldwin, âbut Iâm bound to say that, given the governmentâs attitude towards pirate broadcasting, I think it would be imprudent for anyone to go back on the air if they have an aspiration towards broadcasting [legally].â
But this third carrot sounds equally precarious if it depends on the IBAâs success in evincing government agreement to more stations.
âTwo more FM frequencies could be available in a short space of time â six to nine months,â explains Baldwin. âIt would be for the government to decide. The IBAâs view is âshould the listeners of London who havenât got certain genres of broadcasting have to wait 18 months for that moment to arrive?ââ
So the message to KISS FM is: sit tight, donât do anything stupid (like return to piracy) and, some day soon, you may yet win a licence if we can persuade the Home Secretary of its political expediency.
Back in the KISS FM office, the disappointment of not winning is evident in the grim faces of a small group of station staff and presenters who are answering a stream of phone calls from well-wishers and listeners wanting to know the outcome. Three bottles of champagne sit unopened on the corner of Gordon Macâs desk, where they remain unnoticed for the next week.
Mac himself is busy supplying quotes to enquiring journalists and does a live phone interview on the BBC London station âGLRâ with sympathetic soul DJ Dave Pearce. Some members of the KISS FM team who are not so close to the sharp end of the operation are unenthused by the carrot consolation prize, but Mac understands the need for cautious diplomacy now more than ever.
Seven months have already been spent raising more than ÂŁ1million in capital, and a five-figure sum has been sunk into the application procedure to date.
A carefully worded press release is prepared, expressing âextreme disappointmentâ that KISS FM did not win the licence, but backing the IBAâs demand for more frequencies to be allocated to further London stations. KISS FMâs campaign focuses on 104.8 FM which becomes free in November when âRadio 1â vacate their temporary London channel.
KISS FM presenter Heddi still feels the need for more direct action to satisfy the dozens of listeners who have phoned up asking what they can do to help. Over the next weekend, she visits several London clubs and solicits more than 3,000 letters of support addressed to the Home Office demanding the release of further frequencies for stations such as KISS FM. Gordon Mac delivers them personally to Douglas Hurdâs office exactly a week after the IBAâs fatal announcement. No acknowledgement or response is returned.
Mac seems to be treading a fine emotional line between huge personal disappointment at the outcome of several yearsâ hard work and cautious optimism that a licence still remains within the realms of possibility.
âWhether it takes three months or three years,â he says to GLR, âwe will carry on campaigning until we are given the chance to be a legal radio station in London.â
In a more salubrious part of town, champagne bottles are being put to good use. London Jazz Radioâs nine-year campaign for a licence has paid off handsomely, particularly with its development of an all-party parliamentary lobby to argue the merits of its case.
The stationâs founder, David Lee, is a 59-year-old jazz musician whose distinguished career has included TV themes, jingles and the writing of Peter Sellers and Sophia Lorenâs 1960 hit âGoodness Gracious Meâ. He wrote to the IBA suggesting the idea but received a faintly dismissive reply explaining (wrongly, in retrospect) that new legislation would be necessary before such a station could be introduced.
So Lee started on the road for the necessary legislation to be enacted. âI happened to bump into a guy Iâd known but hadnât seen for over 20 years, who was an amateur drummer but also a member of the Gilbeyâs Gin family and working as a board member of Grand Metropolitan Hotels.â This was Jasper Grinling, ex-managing director of International Distillers, ex-director of corporate affairs with Grand Met, and now chairman of LJR.
âHe happened to know an MP by virtue of his high rank,â continues Lee, âso we asked him and, in a very short time, we had a 14-strong all-party group. I call it my âParliamentary Jazz Bandâ. Based upon that parliamentary support, we felt we could start to move. We would literally have got nothing without it. It allowed us to get the ear of people of reason.â
The MP Bowen Wells is now a director of LJR, as is Lord Rayne, ex-chairman of London Merchant Securities plc. Fellow shareholders include Lord Colwyn, Lord Dormand, Earl Alexander of Tunis, Viscount Portman and four other MPs â Jim Lester, Tom Pendry, John Prescott and Nicholas Scott.
The âpeople of reasonâ Lee reached included the Home Secretary himself. Before the award of the licence, Lee admitted: âI have great admiration for Douglas Hurd and, if it hadnât been for his understanding, we wouldnât be in the position we are today.â
âHe was one of the first people to realise that it is quite wrong for a place the size of London not to have a station to represent so large a minority. He realised it and made sure those âpeople who knowâ realised it.â
Indeed, Hurd on several occasions cited a London jazz station as an example of the new type of radio service he was intending to introduce. In retrospect, this should have been observed as an omen that parliamentary lobbying had already proven effective, long before the contract for the new London service was advertised.
The IBA are understandably keen to stress it was their decision to award the licence to LJR, based upon their assertion that the station will cater for a wide variety of musical tastes. Paul Brown, the IBAâs head of programming, explains: âLJR is a jazz radio station but, in assembling their application, they did a lot of research which told them that an audience would prefer to have a jazz radio station that provided a wide spectrum of jazz including, for example, Afro-Caribbean rhythms, salsa and also some of the big band performances.â
The stationâs research showed that 41 per cent of those adults sampled liked to hear jazz on its own, while 63 per cent preferred to hear it mixed in with other styles of black music. But LJRâs own programme plans actually reject these findings and propose a fairly narrow jazz-dominated music policy.
A computerised playlist system is planned which will schedule one Afro-Caribbean record every two hours, one âboogaloo/soulâ record every two hours, and one R&B record every 12 hours. Hardly a great concession to broader tastes.
Yet the IBA insist that LJRâs intended schedule also include âa good range of music styles derived from and related to jazz, including big band music, vocal standards, R&B and forms of Latin American jazz.â This statement is inconsistent with LJRâs own description of their output as â20th century jazz and jazz influenced musicâ in their âPromise of Performanceâ â the legally binding statement of their programme plans.
Selecting such a specialised music station would have proven a hard decision for the IBA to defend, particularly when other applicants such as KISS FM were proposing to integrate jazz alongside many other styles of music. So have the IBA now insisted that LJR adopt a more catholic music policy in order to make their choice more politically acceptable?
âWe are specifying that there must be a broad spectrum of output,â says the IBAâs Peter Baldwin, âand therefore what LJR accept will be a Promise of Performance that the IBA will write for them and not necessarily reflecting exactly what they applied for.â
Confidence in LJRâs ability to incorporate diverse and newer styles of âjazz-influenced musicâ is not instilled by the stationâs choice of senior staff. Apart from the presence of DJ Gilles Peterson on the board, the average age of the other nine directors is 56.
All this political manoeuvring is pretty galling for the unsuccessful bidders for the licence, who see accommodations being made for LJRâs shortcomings and the IBA adopting a defensive attitude towards their choice of winner. Several applicants made a positive commitment to jazz programmes alongside other neglected forms of music. KISS FM had already enrolled Gilles Peterson as a member of their own jazz presentation team.
When LJR comes on-air in February [1990], the proof of their commitment to these diverse music styles will be evident from their first dayâs programmes. In the meantime, KISS FM can only wait for a Home Office decision as to whether additional frequencies will be allocated to further London stations. The KISS FM team will not return to pirate broadcasting, but will continue to campaign for the right to have a legal dance music station in London.
A week after the IBAâs announcement, Gordon Mac called a meeting of KISS FMâs staff and presenters to explain the whole situation. There was righteous indignation among many of those present that, once again, the government had pulled a fast one and made empty promises to the pirate community, while at the same time rewarding their own friends.
There were predictions that pirate activity in London would increase as a consequence of general ill-feeling towards the authorities. There was even an undercurrent that KISS FM had been duped by the second carrot-on-a-stick and would be foolish to wait for the outcome of a further open ended half-promise. Several members of the KISS FM team were absent from the meeting. Jonathan More and Matt Black (alias Coldcut), Hardrock Soul Movement, Jazzie B and Norman Jay were all in New York attending the âNew Music Seminarâ. Itâs a dreadful irony that, while many of the individuals involved in KISS FMâs championing of British dance music have recently reaped huge popular success, the station itself is now off-air and still waiting for its day to come.
Last Monday, Home Secretary Douglas Hurd finally agreed to licence two more London-wide FM radio stations. After taking legal advice, the IBA has determined that it must publicly advertise these two new contracts, inviting bids from previous applicants and new groups by a November deadline. KISS FM will be one of more than 50 likely applicants, and the outcome will be announced by the end of the year.
The writer is a supporter of KISS FMâs campaign to secure the new London waveband.
[First published as âKissed Offâ, New Musical Express, 26 August 1989, p.31]
[This was a small part of the bigger story recounted in my book âKISS FM: From Radical Radio to Big Businessâ about pirate radio, the stationâs subsequent licence win and successful relaunch]
[First blog published at https://peoplelikeyoudontworkinradio.blogspot.com/2025/05/kiss-fm-rejected-government-awards.html ]

























