Irish-based pop music station Atlantic 252 is to disappear and be rebranded as a sports channel, following a stg£2 million deal struck today.
Under the deal, sports content firm TEAMtalk Media is to buy 80 per cent of Radio Tara, operator of Atlantic 252, and relaunch it as a sports station named TEAMtalk 252.
Mr Bill Wilson, chairman and chief executive, said: "At the moment its a dance music station, but it's not our intention to keep it as that. Long wave is ideal for a pure voice station and we will be rebranded it as TEAMtalk.
"I think there is a gap in the market for something appealing more to the fans," he added. He conceded a number of Atlantic 252 fans would miss the station, but said he hoped to keep some listeners.
"We are expecting to probably hang on to male listeners - and some female ones - because they will have an interest in sport."
The long wave station will continue to broadcast from Radio Tara's facilities in Trim, Co Meath.
PA