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The station has stated that doesn't expect to stop there, and will transform itself into a national alternative to Radio 1, hoping to tempt listeners away from the latter's indie/rock shows.
Xfm's national following has grown since the increase in digital radio use (it is now available in most cities through the digital signal), and the switch to full-coverage analogue might not be that far away. The Guardian has quoted the station's managing director Graham Bryce:
"Our strategy is to build a national business, be that via analogue, digital or other means. The next big one is the north-east, Newcastle-Sunderland area, and there's every likelihood we'll go for that.
"Frankly, we're more creative and innovative than they (Radio 1) are. They've been around a long time and they're quite stuck in their ways - I think we should shake the radio market up a little. People who love guitar rock, we know through research, often don't like pop or urban. They have to put up with the urban record to get to the one they actually want to listen to. It may take a while to match their audience levels, but as digital takes off they're going to come under a lot of pressure."
