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The founders of UAE radio station Dance FM tell Austyn Allison about their plans to expand over FM and digital.

- Austyn Allison

Shock Middle East, which launched the Dance 97.8FM radio station in Dubai in February, is to launch a new station before the end of the year, say managing partner Theo Makris (pictured, right) and head of station Digby Taylor (left).

Eventually Shock plans to have four to six FM stations broadcasting out of the Emirates.

Taylor and Makris are tight lipped on the format of the upcoming station, except to say it will be a recognised Western brand, will fulfil a need in the market and – they hint – will appeal to a slightly older audience.

“What I can say is it’s something the market has been waiting for, and it’s a brand that everyone will take notice of,” says Taylor.

The licensing deal hasn’t yet been finalised, but, he says, “the ink is drying”.

Shock has also not yet decided where the new station will broadcast from. Dance FM is beamed across the UAE from Umm al Quwain, which is also the transmission base for Indian station Big FM, launched by television broadcaster Zee Entertainment in January. And it is possible that the new station will build on Shock’s existing relationship with its licensor in that emirate.