Summary: INTERVIEWER: David Lloyd INTERVIEWEE: Jay Crawford PRODUCER: Trevor Dann IN A NUTSHELL: Not long ago the regional station for southern Scotland, Scot FM, was languishing with half its current audience. Now, rebranded as Real Radio, it?s No.1 in its market with a reach of over 30%, the highest for any commercial regional station in the UK. So how did they do it? Programme Director Jay Crawford tells Virgin Radio Programme and Marketing Director David Lloyd a few trade secrets.
