Lampsi Looks Set to Shine Again
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RADIO ACTIVE Lampsi looks set to shine again One of the first stations to successfully blend Greek music with international pop product, SBS-owned AC station Lampsi was the number one music station in Athens until the Greek government closed it down in March 2001. Back on the air since April with a four-year licence, it's having to climb back to the top all over again, as Maria Paravantes reports. n March 2001, Lampsi-Greek for "light" or "glow"-was sitting happily at the top of the music radio ratings table in Athens and the wider Attica region with a 13.7% share of listening. Then came the bombshell-the Greek government ordered Lampsi and a number of other radio stations which were not fully legal to cease STATION broadcasting in an attempt to clean up the country's airwaves and prop- IN FOCUS erly licence all broadcasters. Clockwise from left: Dimitris Psematikas; the Lampsi morning show Lampsi re-emerged loud andthe Greek government to issue its team of Dimitris Psematikas (left) and Katerina Athanasiou (right) clear this April on 92.3FM with a new commercial radio licences. interviewsingerAntonisRemos(centre);Lampsi'smain four-year commercial radio licence While the government prevaricated on -air studio. in its pocket, but in the meantime,and thestation wasoff -air,all Lampsi'smainrivalstationLampsi's employees were still beingrepertoire-the conventional wis-one involved in music-particularly Sfera-owned by lifestyleandpaid their salaries by the station's dom had been that this was like try-record companies-must play their media group IMAKO-had beenowners. "It was weird, we didn't knowing to mix water and oil-and thepart. "In Greece, it's all about who busy cashing in on its absence, as when the decision would come out sostation'srefreshinglydifferent you know," he admits. "Things have had a clutch of Lampsi-imitators We'd come to work every day, draw upmusic mix sent it soaring to the topto become more professional.I with a similar format. plans and playlists and just wait..."of the ratings chart. expect record company people to "The losses were massive both psy- says Psematikas. "When we shut Lampsi has subsequently becomeknow the station's image and for- chological and economic," says pro- down, we were the number one station something of a victim of its own suc- mat and then suggest things that gramme director Dimitris Psematikas and that's what we're out to achieve cess, since five or six Athens sta- fit with our music policy." of Lampsi's lost year, which wasagain now." With Lampsi's mosttions now follow a similar mixed caused by the length of time it tookrecent ratings standing at 10.2%, itnational/ international music policy. Ownership status would appear the team is already well"When we went back on the air thisPsematikas says that the Greek on its way to achieving that. year there were Lampsi clonesmusic industry's inaugural Arion Station Factfile: everywhere," observes Psematikas. Awards show, held in March this Lampsi Domestic repertoire Lampsi started life in 1996 as a"We'd come to work every day, draw up Group: SBS Broadcasting domestic repertoire station. Pan - Format: AC European broadcasting group SBS plans and playlists and just wait..." TSA: Athens and Attica (4.5 mil- stepped in two years ago, acquiring lion) a 70% controlling interest in the Dimitris Psematikas, programme director, Lampsi/Athens Airdate: January 1, 1996 station.Backthen,in2000, Managing director: Lampsi was ranked fourth in the Aimed at a 25 -39 -year -old targetyear, reminded him of a Saturday George Binios music radio market with an audi-group, Lampsi aims to play "Thenight variety show. "I wanted to Programme director: ence share of 8.2%. Best Music In Athens," which it gar-see more music people there, less Dimitris Psematikas Under SBS's ownership Lampsiners through twice -yearly musicsensationalism and no more dis- Head of music: Yiannis Stathis was transformed into an AC formatresearch, and a monthly listeners'tinction between commercial and Key presenters: playing 70% Greek music and 30% poll. Classic hits of the '70s and '80s`art' songs." Katerina Athanasiou, Dimitris international repertoire. In doing so, mingle with popular current artists The ongoing debate between Psematikas, Yiannis Stathis. it became one of the first stations tolike Ploutarchos, Shakira, Yiannis"quality" or "art" songs and their attempt to play Greek and foreignKotsiras, Dido and Mihalis commercial counterparts has divid- Hadjiyiannis. The station's hottested Greek music for decades, creat- rotations come around once everying similar divisions at Greek radio. Sample Hour: Lampsi four hours. Only recently have most of the com- (Thursday August 22, 18.30-19.30) mercial stations adapted a Lampsi- Morning glory like format of integrating all styles Dionysis Schoinas/Suginonounta Doheia Traditionally in Greek radio, theof music into their programming. Yiorgos Tsalikis/Xenychtao afternoon slots rate the highest. Lampsi's parent company SBS Roxette/Listen to Your Heart However, Lampsi has chosen to put shares Psematikas' belief about the One/Gimme the emphasis on its 07.00-10.00potential of the Greek radio market, Natassa Theodoridou/De S'adiko morningshow,presentedbyespecially now that Greece is part of Geri Halliwellfit's Raining Men A/7\ /1-192,3 Psematikasandhis co -host the euro, and with the Athens Yiannis Ploutarchos/Enas Theos Katerina Athanasiou. "Katerina Olympic Games to look forward to in Antique/Kainourgia Agapi H RAAYTEPH MOYE1KH THE ABKHAZ 42,3 and I work well together," says2004. Lampsi's revenues in 2000- Vallantis/Giati Horis Esena De Boro Psematikas, "and people love it.the last full year it was on the air- Mihalis Hadjiyiannis/Horis Anapnoe There's a great atmosphere andreached euros 2.2 million. "We're Robbie Williams -Nicole Kidman/Something Stupid that's what we want to get acrosseager to see the station recover its George Dalaras/M'ena Parapono to listeners on their way to work.high ratings and revenue," says Yiorgos Lebesis/I Ypothesi Mas Ekremei We want to make their day." managing director George Binios. Enrique Iglesias/Love to See You Cry Psematikasbelievesthere's"But we are confident that Lampsi Antonis Vardis, Yiannis Parios, Hods Varthakouris, Yiannis Vardis/Ta ample room for growth in the Greekwill be able to do that because it's a Kalytera Mas Chronia radio market, but says that every -tried and tested product." MUSIC &MEDIA0SEPTEMBER 28, 2002.