The Insider: Oxford's FM 107.9.

There really are still bargains to be had in the radio industry. In June, former Juice FM owner Absolute Radio moved back into the business of radio ownership by buying Oxford's Passion FM from the Milestone Group for just #300,000.

The station was the last of the Milestone Group's radio assets to be disposed of and its re-branding as Oxford's FM107.9 earlier this month was the first step in a 30-month plan to become Oxford's market leader.

Walker says Absolute will be investing #700,000 into the station, which broadcasts dance and R&B to a target audience of 15- to 29-year-olds, in a bid to usurp GCap's Fox FM. He adds that 35% to 40% of the station's airtime is given over to playing new, pre-chart music.

"We have a very good association with our American stations, so we get tipped-off on some of the fastest-growing songs from the States," says Walker, in reference to Absolute's other role of consultancy work for a string of overseas stations, including a number in the US. "We even get other stations ringing us up asking us where we get certain songs from. Breaking new music first is essential for a station like this."

The American connection is further emphasised by a newly-struck deal for the Oxford station to begin broadcasting American Idol host Ryan Seacrest's American Top 40 programme.

Walker has no doubt about the potential of the newly-acquired station. "Oxford is the most ABC1 city after London - there are 40,000 to ...